There is no doubt when it comes to affordability, email marketing can generate a high return on your investment when done right. However, there is still substantial evidence that a well done direct mail campaign can produce more desired results.
In a recent study conducted by International Communications Research (ICR) and commissioned by corporate giant Pitney Bowes, evidence was revealed that indicated a strong consumer preference for mail, including new product offers and confidential business communications.
The results of the study concluded the following: for confidential communications such as bills, bank statements and financial reports, respondents overwhelmingly preferred mail (86 percent) as their channel of choice, as compared with 10 percent for e-mail. 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 (53.2 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
- More convenient — can be saved and considered at leisure
- Less high-pressured — lets you consider your decision
- More descriptive — lets you picture the offer
- More persuasive — encourages you to respond
Having now read the compelling evidence, why not consider the many Direct Mail Services that MBA Team Inc. offers. We can assist you with the following: Comprehensive Direct Mail Management / Data Management / Data Acquisition / Commercial Printing / Variable Printing / Lettershop / Fulfillment / Mail House / Kitting / Postal Optimization / Logistics.