Although he died a few years ago, the late Rodney Dangerfield made audiences convulse when he inevitably started his monologues with "I don't get no respect."
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.
That may be a big error, some marketers claim. While email is indeed the preferred channel of many consumers these days, according to the survey, at least one-quarter of respondents held that direct mail was "more trustworthy" than email. Put that in your pipe and smoke it, Groupon junkies!
There's more: of the 2,226 U.S. consumers surveyed, 60% said they enjoy checking their real, solid mailboxes, highlighting what the study refers to as an "emotional connection" to postal 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.
At the end of the day, the central theme of the poll is that marketers should not reject direct mail out of hand. They should not throw out one of the most powerful mediums ever devised.
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.
That may be a big error, some marketers claim. While email is indeed the preferred channel of many consumers these days, according to the survey, at least one-quarter of respondents held that direct mail was "more trustworthy" than email. Put that in your pipe and smoke it, Groupon junkies!
There's more: of the 2,226 U.S. consumers surveyed, 60% said they enjoy checking their real, solid mailboxes, highlighting what the study refers to as an "emotional connection" to postal 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.
At the end of the day, the central theme of the poll is that marketers should not reject direct mail out of hand. They should not throw out one of the most powerful mediums ever devised.
About the Author:
Want the best campaign involving direct mail in St. Louis? Then visit Commercial Letter's website to learn more.
Không có nhận xét nào:
Đăng nhận xét