Consumers Prefer Direct Mail

24 June 2007
Copyright © 2007 Evolve Marketing Ltd

Don't be misled by complaints about "junk mail" - a recent study found that most people actually prefer unsolicited direct mail to email.

According to the study, 73% of people prefer direct mail for new product information and promotional offers than email (18%). When companies pitch to new prospects, 70% of people prefer such communications to be by direct mail.

It is clear that traditional mail is still one of the most effective marketing tools for communicating with your customers and prospects.

And it's not just product information and promotional offers that consumers prefer to receive by good old snail mail. Monthly correspondence such as bills and bank statements are also preferred via mail (83%) than email (10%). These numbers are identical to results from a similar study in 2004.

Why traditional mail? The research revealed that consumers liked mail because...

• 45% say mail is less intrusive
• 42% say mail is more convenient
• 30% say mail is less high pressured

But don't discount the power of email offers just yet. Researchers have found that culling email lists to get rid of non-responsive and bouncing email addresses will increase ROI.

And optimizing your landing pages with the right kind of copy - short for emotion-based impulse purchases and long for more carefully considered purchases - greatly increases the effectiveness of your email marketing messages.

Blatant plug: If you'd like to discuss the pros and cons of direct mail vs email marketing for your business, please phone Evolve on 3600-120 or email brandon@evolve.co.nz
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