Some key findings from the study also include:
- 50% of U.S. consumers said they pay more attention to postal mail than email;
- 60% of U.S. consumers said they enjoy checking the mailbox for postal mail, highlighting
an emotional connection;
- 30% of U.S. consumers said they're receiving more mail that interests them compared
to a year ago, and just 50% (down from 63% in 2010) said more information is sent
to them in the mail -- indicating marketers are improving targeting efforts;
- The perception that reading email is faster declined among U.S. email account holders
to 45% in 2011 (from 47% in 2010), suggesting clogged inboxes are draining time.
- 37% of U.S. consumers use TV daily to get consumer product information, down from
43% in 2010;
- The least trustworthy channels are social media and blogs, achieving only 6% trust
among U.S. consumers;
- The number of U.S. respondents who said internet use "is more anonymous" declined
to 8% in 2011 from 11% in 2010;
- Personally addressed mail is greatly preferred to unaddressed, with numbers in the
insurance category showing a 31% to 5% gap;
Direct mail is an essential part of any comprehensive marketing strategy. In the
2011 Channel Preference Study conducted by Epsilon Targeting, it
was found that "direct mail continues to deliver as consumers' preferred means of
receiving marketing messages from brands."
The 2011 research shows that despite direct mail's reputation for being "old school"
or expensive, it is the top choice of U.S. and Canadian consumers for the receipt
of brand communications in almost every category, ranging from health to household
products, to household services, insurance and financial services, including credit
card offers. The preference for direct mail also extends to the 18-34 year old demographic.
Let Searles Graphics design and implement a direct mail campaign that works for