Do you rely on email marketing through services such as Constant Contact? Has that worked out well for you? If you’re not getting the results you had anticipated, perhaps your customers are among those who prefer direct mail over email.
According to a study released on December 1 from Epsilon, 50% of U.S. consumers prefer direct mail to email. They also found that 25% of all U.S. consumers said that they found direct mail to be “more trustworthy” than email.
When 2,226 U.S. consumers were surveyed for the third Consumer Channel Preference Study, 60% of them said they enjoy checking for mail in their physical mailboxes. The study refers to that as an “emotional connection” to postal mail.
If you’re rely primarily on email messaging only, you could be hurting your marketing. The perception that reading email is faster than reading postal mail declined among U.S. email account holders from 47% in 2010 to 45% in 2011.
Do these numbers make you want to review your electronic mail marketing practices? Which promotion mail do you look at first when it arrives, your email or your physical mail? Which will you open first if it catches your eye – the email with a catchy subject line or the brightly colored envelope in your mailbox with the catchy phrase? I’d love to hear your answers.
Micki – your web gal
connect@michelleharbour.com
804.642-2363
330-591-1070 mobile
www.michelleharbour.com
