Direct Mail Preferred Over Email: Survey Says

Despite the prevalence of email and digital marketing and the stigma of junk mail, a recent study finds that consumers still prefer direct mail when it comes to marketing messages.

The study, "The Formula for Success: Preference and Trust," conducted by multichannel marketing firm Epsilon, found that respondents prefer direct mail over email about brands or products in almost every category, including financial services (36 percent to 8 percent), insurance (36 percent to 9 percent) and travel (21 percent to 13 percent).

The proliferation of email may be one reason why email is becoming less effective: 65 percent of those surveyed "strongly agree" that they get too much email, and 75 percent say they get a lot of emails they never open.

Why it matters to your business: Postal costs have gone up, but if you've stopped sending direct mail, maybe you should reconsider, particularly if your business is in one of the industries mentioned above. With consumers receiving less direct mail these days, your message now has a better chance of standing out.

Comments

[MFS001]

01:12 PM on 01/18/2012

I've been saying this for years. The problem is that many businesses focus on online marketing (SEO, Adwords, email, etc), listening to geeks who are unfamiliar with off-line marketing. You need a blended strategy.

[PyxisShannon]

08:17 AM on 01/18/2012

A better approach may be a balance between the two. What's the old saying? Don't put all your eggs in one basket. Makes sense here too, I think.

[Ed McBeth]

06:03 PM on 01/16/2012

I am in agreement with this if it is done seductively! By that I mean any direct mail piece must entice the recipient to want to open it. Personally I like postcards. If your offer isn't seductive enough it is easy to discard. If it is good value its easy to keep. But either way it demands little from the receiver to make a quick judgement.

Also, thank your cards are highly effective when personally written. And they are damn smart marketing.

[Jazz88105]

09:28 AM on 01/13/2012

Who did they survey ? What BS no one loves junk mail ! It goes from my PO Box directly into the garbage can provided by the PO.

[MFS001]

01:14 PM on 01/18/2012

I only need .5% response to make it a successful campaign.

[cyoohoos]

12:46 AM on 01/13/2012

Fortunately, where I live there is a huge trashcan right next to the mail boxes. You can get your mail, stand near the trash, and dump everything you don't want right there before you even get home.

[wadesmom]

09:11 PM on 01/12/2012

Postcards are my favorite form of direct mail. I like something I can hold in my hand, read, and maybe put on the bulletin board to help me remember the sale or special event being promoted.

[authorized-user]

05:47 PM on 01/12/2012

"A recent study finds that consumers still prefer direct mail when it comes to marketing messages."

Correct, it goes from my mail box to the recycling box in the garage without ever being opened. Better than spam or trojan e mails in my pc.

[frank day]

02:54 PM on 01/12/2012

I prefer NONE thank you.

[helioszephyr]

03:35 PM on 01/12/2012

my sentiments exactly... regardless of the delivery system.

[Nerdiac]

02:00 PM on 01/12/2012

I like local restaurant coupons in the mail, like from Valpak, but everything else, HECK NO. I especially wish grocery stores would switch to emailing their fliers. I never actually pluck the ads from the rest of the garbage surrounding them (pizza coupons, knick-knack and jewelry box ads, etc.) to actually see whats on sale.

[pmlank]

11:00 AM on 01/16/2012

Proliferation of direct mail, electronic ads via email is extrememly frustrating. Am not sure about the validity of the survey that direct mail is preferred over email?

Getting people to opt-in to receive email offers, paper and now text messaging offers seems to make most sense. My husband and I appreciate receiving emails of offers at our favorite restaurants. We've used them quite a bit.