Direct mail still matters…from letterbox to inbox!
Consumers can’t live without a letterbox, direct mail still matters!
LIVING WITHOUT A LETTERBOX IS HARDER FOR CONSUMERS TO IMAGINE THAN LIVING WITHOUT A MOBILE — PRINTED MATERIAL IS STILL AN ESSENTIAL PART OF THE OVERALL ‘BRAND EXPERIENCE’
Physical communications retain an important place in consumers’ affections, according to recent research into consumers’ attitude to printed marketing.
The research ‘From letterbox to inbox 2013′ was conducted by the Direct Marketing Association (DMA) with data selected from the fast.MAP consumer voice panel.
Some of the key findings include:
• As well as being tangible (68%), consumers rate direct mail highest for being trustworthy (56%) and authoritative (55%)
• Somewhat surprising is that 79% of consumers act on direct mail immediately, compared to only 45% who say they deal with email straightaway
• And, one-third of consumers anticipate the post and feel disappointed if none arrives!
The survey also looked at things consumers `couldn’t live without’. 94% said they couldn’t live without home internet access, whilst 86% couldn’t live without a mobile. Demonstrating the value of direct mail, a significant 90% of people stated they couldn’t live without a letterbox, therefore direct mail still matters!
Commenting on the findings Rachel Aldighieri, Director of Communications and Insight at the DMA said: “People continue to value direct mail and printed communications from brands, finding that it plays a seamless role within their connected worlds, offers some qualities not found in other comms and is an essential part of the overall ‘brand experience’.”
These views were supported by David Cole, MD of fast.MAP who said: “Direct mail is also twice as likely to engender trust as email. Post is also seen as more memorable and authoritative, whereas email provides the ease of response and the ability to share. We can therefore see how direct mail can lay the foundation to make the role of email as a tool for response work much harder.”
So overall, direct mail still matters! Read more about Direct Mail for Charities.
Source: Post Impressions magazine from One Post, Issue 53.