Surprise! Direct Mail Trumps Email in Popularity
In spite of the millions upon millions on Facebook, Twitter and all the rest and all of the countless marketing experts promoting social media as the number one way to go when it comes to any sort of cutting-edge outreach, according to a new survey, direct mail is still king.
55% percent of US consumers actually prefer direct mail to other marketing communications, including email and social media marketing – this, according to a new Consumer Channel Preference Study conducted this past December by the marketing firm Epsilon.
Over 2,000 consumers were polled and 60% actually said that they like to check their physical mailboxes and feel an “emotional connection” to physical mail.
That’s great news for automotive direct mail and certainly bad news for anyone looking to email and social media to help solve their marketing woes. In fact, 75% of respondents report that they receive far more email than they could possibly read.
Could it be that as electronic communications steadily replace physical mail, automotive direct mail could experience a whole new renaissance of popularity? Consider that more and more consumers are opting for e-bills from their utility and credit card companies and other billers. Then, there’s the fact that personalized communication between individuals – right down to holiday greetings – has steadily been relegated to the e-universe.
So, there’s little else entering our prospective customers’ mailboxes besides marketing mailers. And, with more than half of consumers reporting a preference for physical mail, this is an exciting new development indeed!