“We prefer direct mail”

Posted by on 07 Jun 2012 | Category: Industry Trends

According to marketing firm Epsilon Targeting’s U.S. Consumer Channel Preference Study, direct mail continues to deliver as consumer’s preferred means of receiving marketing messages from brands.

directmarketing01_thumb[1]

Key findings:

  • 6 out of 10 U.S. consumers surveyed say they “enjoy getting postal mail from brands about new products.”
  • Across all key verticals – from financial and insurance to retail and personal care – direct mail is preferred over email by all respondents. The propensity for direct mail also extends to the 18-34 year old demographic.
Statement % of consumers
I enjoy checking my letter box

60%

I receive too many emails in one day

65%

I enjoy getting postal mail from brands about new products

59%

I enjoy getting email from brands about new products

43%

I get a lot more emails that I do not open

75%

 

In response to the findings, Warren Storey, VP of Product Marketing and Insight at ICOM, a division of Epsilon Targeting, said “It’s just surprising because everything you hear in the media is basically counter to what the consumers are actually telling us, which is that direct mail is still the preferred channel. Direct mail is one of those mediums that is always quietly there in the background doing a great job”.

Source: Epsilon Targeting, Consumer Survey Results Reveal Direct Marketing is Most Preferred Channel for Receipt of Brand Communications, 1 December 2011.

Paper beats digital for retail marketing

Posted by on 16 Jan 2012 | Category: Industry Trends

Nielsen-table

Traditional printed circulars have proven to be significantly more popular and effective among today’s shoppers than electronic-based direct marketing materials, according to a new Nielsen survey.

The market research company’s Evolution of Circulars survey, published last month, found that printed marketing materials such as direct mail, newspaper inserts, and in-store catalogues were the most popular of all retail-related direct marketing materials, with roughly 60 per cent of consumers looking at them once a week.

Additionally, the survey unearthed a surprise finding that direct mail is marginally more effective on the ‘Millenial’ generation than on the older Generation-X shoppers, confounding the common belief that the future of marketing will be solely online.

Nielsen-big-graph1

Taking in a sample number of 11,000 shoppers, the Nielsen poll also found that a whopping 90 per cent of shoppers surveyed wished to continue receiving paper-based marketing materials at home or in-store, while only 70 per cent expressed the desire for electronic messaging delivery.

One of the trends picked up in the survey was the shift of in-store marketing materials to mobile devices, with 18 per cent of shoppers using a mobile phone to see what’s available in-store and 33 per cent using a tablet device, with almost two-thirds of shoppers researching that information from home computers.

What the direct marketing industry can take away from this survey is the knowledge that, while digital and mobile marketing channels are well and truly on the rise, it will not be to the detriment of traditional channels, but in addition to printed marketing materials.

Source: Directmag

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