The late Rodney Dangerfield use to famously say, "I don't get no respect." Though he's been dead several years now, most people still can recall that line, and laugh.
The same could be said for for good old fashioned direct mail. Even though, according to a recent survey, fifty percent of U.S. consumers prefer direct mail to email, "snail mail," as it's known derisively, doesn't get any respect either. Although any of the new media channels - Groupon, Facebook, LinkedIn, etc. - get more respect than direct mail, it's email that is automatically crowned the new king of direct consumer contact.
Not so fast, some experts say. While email was indeed preferred by many of those surveyed, the study found that one-quarter of all U.S. consumers believed direct mail was "more trustworthy" than email. Take that, snail-mail disrespecters!
But wait, there's more: 60% of the respondents, out of 2,226 polled, said they looked forward to walking out to their old rusty mailboxes, illustrating what the study termed an "emotional connection to USPS mail.
Indeed, over-utilizing email may actually harm marketing campaigns, according to the poll, which found the percentage of consumers who thought reading email was faster than reading direct mail had declined two percentage points over the past several years, dropping to 45%. In addition, three-quarters of consumers stated they get more email than they can read.
Don't draw the wrong conclusions: email is rightly considered a potent marketing weapon. It's just that USPS mail should not be called the "Rodney Dangerfield" of marketing for all the reasons in this article plus this vital one: the very best way to communicate with consumers, according to industry types, is to utilize the full marketing toolbox, including both direct mail and email in a coordinated marketing effort.
Ultimately, the overarching theme of the study is that marketers should think twice before they disregard direct mail. They may be dissing a still very powerful medium.
The same could be said for for good old fashioned direct mail. Even though, according to a recent survey, fifty percent of U.S. consumers prefer direct mail to email, "snail mail," as it's known derisively, doesn't get any respect either. Although any of the new media channels - Groupon, Facebook, LinkedIn, etc. - get more respect than direct mail, it's email that is automatically crowned the new king of direct consumer contact.
Not so fast, some experts say. While email was indeed preferred by many of those surveyed, the study found that one-quarter of all U.S. consumers believed direct mail was "more trustworthy" than email. Take that, snail-mail disrespecters!
But wait, there's more: 60% of the respondents, out of 2,226 polled, said they looked forward to walking out to their old rusty mailboxes, illustrating what the study termed an "emotional connection to USPS mail.
Indeed, over-utilizing email may actually harm marketing campaigns, according to the poll, which found the percentage of consumers who thought reading email was faster than reading direct mail had declined two percentage points over the past several years, dropping to 45%. In addition, three-quarters of consumers stated they get more email than they can read.
Don't draw the wrong conclusions: email is rightly considered a potent marketing weapon. It's just that USPS mail should not be called the "Rodney Dangerfield" of marketing for all the reasons in this article plus this vital one: the very best way to communicate with consumers, according to industry types, is to utilize the full marketing toolbox, including both direct mail and email in a coordinated marketing effort.
Ultimately, the overarching theme of the study is that marketers should think twice before they disregard direct mail. They may be dissing a still very powerful medium.
About the Author:
Want the best campaign involving direct mail in St. Louis? Then visit Commercial Letter's website to learn more.
0 comments:
Post a Comment