I’ve written extensively about the mindset of today’s marketers to overemphasize the consumer’s preference for digital media over traditional postal. Digital is soaring and grabbing more and more of the advertising budget.
However that’s not the consumer’s preference. A recent study was conducted and not surprising, to me, is the consumer’s preference for postal mail vs. digital, social and mobile channels. This study clearly shows that consumer desire for postal mail continues to be strong.
The new report, Channel Preferences for Both The Mobile and Non-Mobile Consumer, found that, despite a more digitally-focused world, a majority of consumers still prefer postal mail for a large portion of their multichannel communication. This was especially evident with regard to financial services communication, where 38 percent of the U.S. households surveyed preferred receiving postal mail compared to 17 percent desiring information over the internet and 7 percent via email. Only health related communication had a higher preference for postal mail, indicating the advantage of direct mail for communicating sensitive information. Continue reading “Direct Mail Still Preferred”