Direct Mail Lives - and Still Delivers

In an increasingly digital age, direct mail is still a highly effective marketing strategy. According to Epsilon’s 2012 Channel Preference Study:

·        42% of U.S. consumers said direct mail is the preferred channel to receive sensitive health information

·        36% of U.S. consumers said it’s the preferred channel to receive insurance information

·        39% said the same for financial services information.

What’s more, a whopping 73% of consumers said they prefer direct mail for brand communications because they can read the information at their convenience. Even the majority of today’s tech-obsessed 20-somethings (76%) said in a recent U.S. Postal Service (USPS) Household Diary Study that they’d make a purchase based on something they received in the mail. And a June 2012 Direct Marketing Association report reveals that response rates for direct mail to an existing customer averages 3.4%, compared to 0.12% for email.

You can read about this and much more if you download the US Monitor eBook.

It makes for interesting reading and reconfirms that even in our multichannel, digital world, there is a place for the much maligned direct mail.