The Consumer Channel Preference Study, released in late 2011, found:
- Six out of 10 consumers in the United States say they "enjoy getting postal mail from brands about new products."
- Direct mail is preferred over email by all respondents - whether the mail is for financial, retail or professional services. This preference includes the 18-34 year old demographic.
- Half of all respondents agree with the statement "I pay more attention to information I receive by postal mail than if it was received by email."
- Six out of 10 people enjoy receiving direct mail sent to their homes promoting new products, while 43 percent like receiving new product emails from brands. Respondents could agree with both statements.
- When it comes to direct mail, 31 percent prefer personalized mailings, while only 5 percent are okay with generically addressed mail (Like Every Door Direct Mail). This shows that "Current Occupant" does not carry the emotional pull of a personally addressed mailing.
- I enjoy checking my postal mail box - 60 percent
- I receive too many emails in one day - 65 percent
- I enjoy getting postal mail from brands about new products - 59 percent
- I enjoy getting email from brands about new products - 43 percent
- I get a lot more emails that I do not open - 75 percent
What's the take-away on this study? Direct mail continues to be a preferred form of marketing among all age groups - including young adults - and deserves a spot in a customer-first marketing plan.
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