Study: Customers Prefer Direct Mail to Phone, E-mail

A recent research article in the Journal of Marketing reports that customers accept about twice as much direct mail, compared with phone calls and e-mail, before their spending levels start to drop. The study of multichannel marketing was based on contacts between a large auto dealership and its customers. The researchers hypothesized that customers view physical mail "as less intrusive than telephone calls or e-mails." For details, see http://newsroom.ucr.edu/2680