“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.

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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.

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