Recent Survey Reveals Consumers Prefer Direct Mail for Marketing Messages

In today’s digital age with advanced technology like email, mobile phones, iPads and social media, direct mail is the most preferred channel chosen by consumers to receive their marketing messages, according to a recent study.  This is just one of many findings from "The Formula for Success: Preference and Trust," a study conducted by marketing services firm Epsilon Targeting.  The study was based on surveys completed in August 2011 by 2,226 U.S Consumers and 2,574 Canadian consumers.

The survey suggests that direct mail, especially when combined with other marketing channels including email, print, and the internet, is still the number one choice.  Based on these findings, brands can build their marketing plans using a variety of channels to build a relationship with the consumer and start with trusted channels like direct mail. 

More key findings:

• Direct mail is the channel of choice for the 18-34 year old demographic.
• 37% of U.S. consumers believe traditional mail offers more privacy than email.
• Checking the mailbox is a source of enjoyment cited by 60% of the U.S. consumers.
• Consumers prefer personally addressed mail to unaddressed mail.

In addition to direct mail and email, the report also provides valuable details about consumer preferences and the associated levels of trust for social media, mobile phones and daily deal sites marketing tactics.  Recommendations and conclusions from the study provide marketers with a solid foundation to build effective multichannel marketing strategic plans in the New Year. 

Click here to read the full study.