The study, entitled “The Formula For Success: Preference and Trust,” finds that direct mail continues to deliver as consumers’ preferred means of receiving marketing messages from brands, with six out of 10 Americans and even more Canadians say they “enjoy getting postal mail from brands about new products.”
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,” Also of note, “the preference for direct mail also extends to the 18-34 year old demographic.”
Additional Key Findings:
• Compared to Epsilon 2010 survey of consumer channel preferences, 10% of U.S. respondents say they used Facebook to research and review product information, a 66% growth from six percent in 2010.
• With this said, approximately a third of U.S. and Canadian survey respondents (33% U.S. and 31% Canadian) don’t find ads on social media sites useful.
• Across all key verticals – from financial and insurance to retail and personal care - direct mail is preferred to email by all respondents.
• Nearly 4 out of 10 (37%) U.S. consumers and 29% of Canadians use TV daily to get consumer product information, down from 43% and 35% respectively in 2010
• In the U.S., 75% of consumers say they get more email than they can read; 61% of Canadians express the same sentiment.
The study suggests that brands should use a variety of channels to build relationships, starting with trusted channels like direct mail.
Warren Storey, VP of product marketing and insight at Epsilon Targeting, said the findings are not all that unexpected when “you know the data and consumer trends.” He is quoted as saying:
“It’s just ‘surprising’ because everything you hear in the media is basically counter to what the consumers are actually telling us, which is that direct mail is still the preferred channel,” and “direct mail is one of those mediums that is always quietly there in the background doing a great job.”
“The key learning from this study is that marketers should recognize consumer preferences and establish a trustworthy relationship across a variety of channels,” said Storey. “Consumers appreciate brands that pay attention to their interests and stated preferences.”
Source: Epsilon, The Formula For Success: Preference and Trust, 2011.
