[responsive][/responsive]Digital marketers would love us to believe it, but the rumor that direct mail has lost its touch with the typical consumer is unfounded. In fact, 60% of North American consumers enjoy reading direct mail promoting new products, and direct mail is preferred over email across key business verticals products and services, according to Epsilon’s Consumer Preference Study, 2012.
We’ve listened to the critics claiming that direct mail is dead, but those claims just don’t hold water.
A couple of key stats from the study:
- 51% of U.S. consumers and 49% of Canadian consumers said they pay more attention to postal mail than email.
- 73% of U.S. consumers and 67% of Canadian consumers said they prefer direct mail for brand communications because they can read the information at their convenience.
- When dealing with sensitive or personal information like health care or financial data, consumers stated a strong preference to receive this via direct mail vs. digital channels.
Direct mail, when done properly, remains a powerful channel to engage, inform and sell. It is viewed as more trusted, more personal and easier to save/keep/refer to for future reference than emails.
Certainly digital marketing has its place in your overall strategy, but dismiss the power of direct at your own peril.