Research Shows that Direct Mail is Still the Best Way to Reach Consumers

In todays’ new media rush to embrace the Internet and email as the ultimate advertising medium, advertisers may be overlooking a valuable resource - Direct mail. According to a new survey by International Communications Research commissioned by Pitney Bowes, reveals that “consumers clearly prefer mail over other communications vehicles such as e-mail for receiving new product information and offerings as well as … business communications.”

The study found that -

“the majority of consumers (73 percent) prefer mail for receiving new product announcements or offers from companies they do business with, as compared to 18 percent for e-mail. Mail was also preferred by 70 percent of respondents for receiving unsolicited information on products and services from companies with which they are not currently doing business.”

The survey also found that

“consumers are less likely to discard unopened mail (31 percent) including new product brochures, catalogs or other advertising materials than they are to discard unsolicited e-mails about new products (53.2 percent)”

The survey also asked consumers about specific advantages in direct mail versus unsolicited e-mail and telephone calls.

“Compared with other communications channels, including e-mail and telephone, survey respondents found mail to be: Less intrusive — doesn’t interrupt other activities (45.3 percent); More convenient — can be saved and considered at leisure (40.2 percent); Less high-pressured — lets you consider your decision (30.2 percent); More descriptive — lets you picture the offer (22.7 percent); and More persuasive — encourages you to respond (12 percent).”

In a related article Stacy DeWalt, vice president of vertical market development and strategic marketing at Pitney Bowes added …

“Effective direct mail is relevant. It has a personalized, compelling message. Personalization means your message is targeted to your customers needs and values. In business to business, you need to know their pain points, as well as core contacts by title and industry. You can then use digital variable print to set up templates with sections tailored to your target.

The full article from Pitney Bowes