DMNews;

Direct mail recipients are nearly twice as likely to purchase form a retail Web site as those who receive just an Internet communication, according to comScore’s 2007 Multichannel Direct Mail Study.

In addition, when that mail piece is a catalog, the results were even better, as more than two-thirds of shoppers then visited the site. This traffic accounted for a 163 percent increase in sales over those who did not receive a catalog.

Individuals who receive catalogs usually buy more items, too — 4.1 compared to 3.2 — and they spend more money as well.

Nearly 60 percent of online shoppers said they enjoy receiving catalogs.