If you ignore direct mail, consumers may ignore you. Consider the findings of this recent Epsilon study: 50% of U.S. consumers prefer direct mail to e-mail. That holds true across markets and age groups. Direct mail is the top choice of U.S. consumers for receipt of brand communications in almost every category, from "health to household products, to household services, insurance and financial services," and the preference for direct mail "extends to the 18-24-year-old demographic." By the way, social media was considered a trustworthy channel by just 6%. So if you want response, target consumers with the media they prefer -- and that means good old direct mail. For more, see http://ernanroman.blogspot.com/2012/04/value-of-direct-mail.html
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ReplyDeleteA recent study by the Direct Marketing Association reports that in 2010, marketers – commercial and nonprofit – spent $153.3 billion on direct marketing, which accounted for 54.2% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $1.798 trillion in incremental sales. In 2010, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2010, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.8 million US jobs.
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