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BizReport : Email Marketing : December 02, 2011


Move over email, consumers prefer contact through the post

In almost every category direct mail trumps email as consumers' preferred choice of receiving marketing messages from brands, according to new figures released this month by Epsilon Targeting.

by Helen Leggatt

epsilon.gifAccording to 60% of Canadian respondents to Epsilon's survey there is an element of enjoyment to checking the mailbox for postal mail, even if it is direct mail they discover. Furthermore, U.S. and Canadian consumers pay more attention to postal mail.

This suggests direct mail marketers have improved their targeting, particularly as 30% of U.S consumers say they are receiving more mail that interests them. Trust also plays an important part and over a quarter of U.S. consumers and 30% of Canadians said direct mail is more trustworthy than email.

While social media such as Facebook has become extremely popular among consumers looking for brand and product reviews, the study suggests that a trusted channel such as direct mail could become a powerful starting point. Warren Story, VP of product marketing and insight at ICOM, a division of Epsilon Targeting, suggests marketers should start with direct mail and then use other layers of messaging to reinforce the message via other channels.

"Consumers use and trust certain communications channels more than others," said Storey. "This means that marketers need to understand which channels resonate most at various points in the consumer purchase cycle and incorporate a cross-channel strategy that leverages data and technology to communicate on a one-to-one basis."

Tags: brand marketing, Canada, consumer insights, direct mail, direct marketing, email marketing, Epsilon Targeting, social media, survey, U.S.










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