Research Shows that Mail is Still the Best Way to Reach Consumers (International Communications Research (ICR) , 6/11/2007) — Even in today's digital world, consumers clearly prefer mail over other communication vehicles such as e-mail for receiving new product information and offerings as well as for confidential business communications, such as bank statements and financial reports.
The study, by International Communications Research (ICR) and the fourth mail preference survey commissioned by Pitney Bowes since March 1999, found that 73 percent of consumers prefer mail for receiving new product announcements or offers from companies they do business with, as compared to 18 percent for e-mail.
Mail was also preferred by 70 percent of respondents for receiving unsolicited information on products and services from companies with which they are not currently doing business.
The survey also found that consumers are less likely to discard unopened mail (31 percent) — including new product brochures, catalogs or other advertising materials — than they are to discard unsolicited e-mails about new products (53 percent).
The survey also probed consumers on specific advantages they see in mail versus unsolicited e-mail and telephone calls. Compared with other communications channels, including e-mail and telephone, survey respondents found mail to be:
- Less intrusive — doesn’t interrupt other activities (45.3 percent)
- More convenient — can be saved and considered at leisure (40.2 percent)
- Less high-pressured — lets you consider your decision (30.2 percent)
- More descriptive — lets you picture the offer (22.7 percent)
- More persuasive — encourages you to respond (12 percent).
Full article: http://news.pb.com/article_display.cfm?article_id=4202 |
