Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Performance Marketing » Survey: More People Enjoy Getting Direct Mail From Brands Than Email

Survey: More People Enjoy Getting Direct Mail From Brands Than Email

Marketers, don’t put all your eggs in the email marketing basket just yet. A new survey shows that direct mail is still a worthy competitor for customers’ attention, with more than half of respondents saying they enjoy getting postal mail from brands about new products. The data come from a new Epsilon study, The Formula […]

Matt McGee on December 2, 2011 at 3:17 pm

mail-email-iconMarketers, don’t put all your eggs in the email marketing basket just yet. A new survey shows that direct mail is still a worthy competitor for customers’ attention, with more than half of respondents saying they enjoy getting postal mail from brands about new products.

The data come from a new Epsilon study, The Formula for Success: Preference and Trust, just released this week. A total of 4,800 U.S. and Canadian consumers completed the survey in August.

When asked about email versus postal mail, 50% of U.S. consumers said they give postal mail more attention than email. In Canada, 48% of consumers said the same thing. (see circled item below)

email-study-1

And postal mail delivers more enjoyment: 59% of U.S. consumers said they enjoy getting postal mail about new products, compared to only 43% who enjoy getting emails like that. In Canada, 66% said they enjoy getting postal mail and 55% enjoy getting brand emails. (see arrows above)

But it doesn’t appear to be a trust issue: The last item on the chart above shows that only about a quarter of consumers feel that postal mail is more trustworthy than email.

One reason why some consumers prefer email? Saving on paper. Epsilon reports that this is the main reason for 34% of U.S. consumers who prefer email, up from 21% just a year ago. In Canada, saving on paper is the main reason why 42% of consumers prefer email. Why do some consumers prefer postal mail? “Already get too much email” was the top reason among U.S. consumers.

email-study-2

There’s a lot of additional data for online marketers in the Epsilon study, which can be downloaded in exchange for providing contact information.

(tip: Direct Marketing News)

(Stock image via Shutterstock. Used with permission.)

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Webinar: Grow revenue streams through web accessibility and compliance
    How to turn the great buyer resignation into B2B career opportunities
    HubSpot customers paying 12% more than in 2021
    Closing your team’s technical gap without hiring
    Marketers want better features from their martech solutions

About The Author

Matt McGee
Matt McGee joined Third Door Media as a writer/reporter/editor in September 2008. He served as Editor-In-Chief from January 2013 until his departure in July 2017. He can be found on Twitter at @MattMcGee.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Digital Marketing Strategy Ebook

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.