Don’t Say Goodbye to Snail Mail Yet
Just when you think traditional mail is no longer relevant to your marketing initiatives, read this rather interesting and somewhat surprising study. According to International Communications Research (ICR), 73% of consumers favor mail over other available methods like e-mail when it comes to new product announcements.
More importantly, 86% prefer traditional mails for confidential info such as financial reports, bills, and bank statements.
“In an environment crowded with marketing messages, it’s important for marketers to utilize the most effective mailstream tools available,” said Jeff Marshall, vice president of customer marketing for Pitney Bowes Global Mailstream Solutions. “While mail is the preferred vehicle for reaching consumers, businesses and organizations need to remember that it is critical to target consumers with relevant messages at appropriate times to get a meaningful return-on-investment.”
It simply means do not rely solely on e-mails and online newsletters as they may not be appropriate for your target market. It does not necessarily mean you have to drop your e-mail marketing campaigns. You just need to strike a good balance between available communication methods.
