Just reading thru my latest Dan Kennedy newsletter and he had interesting commentary on an International Communications Research Study released in June. The study found that consumers prefer godd old fashioned snail mail to any other type of communication, most notably e-mail.
Here’s some highlights:
73% prefer mail for receiving new product and service announcements, promotions, offers and other information from companies they do business with.
18% prefer getting the same by email.
For confidential information such as invoices, statements, etc., the preference is 86% mail and 10% email. This hasn’t changed since 2004.
70% prefer mail for receiving information from companies they are not currently doing business with. For email, it’s below 10%.
Only 31% of consumers say they frequently discard mail identified as “commercial in nature” unopened, but 53.2% say the frequently delete such email unopened.
Consumers reasons for preferring mail: 45.3% less intrusive, don’t interrupt other activities; 40.2% more convenient, can easilty be saved and considered at choice of times; 30.2% less high-pressured, lets me arrive at a decision intelligently; 22.7% more descriptive, provides better information.
Age and demographic variances are slight – so all you so-called Internet marketers need to take notice! Email should be but once of several media in your overall marketing mix.