Consumers Show Preference for Traditional Mail

More and more studies claim that in our digital world consumers still give preference and credence to traditional mail in spite of the fact that for most of us email is extremely around today.

I don’t want to be unfounded. The study, the fourth mail preference survey commissioned by Stamford, found that the majority of consumers (73 percent) prefer mail for receiving new product announcements or offers from companies they do business with, as compared to 18 percent for e-mail.

By the way, mail was also preferred by 70 percent of respondents for receiving unsolicited information on products and services from companies with which they are not currently doing business.

“The research clearly shows that consumers still prefer mail over e-mail,” said Stacy DeWalt, vice president, Vertical Market Development and Marketing, Pitney Bowes Management Services (PBMS). “In working with our customers, we continue to find that mail is the most effective marketing tool businesses can use when communicating with their customers. Offerings such as our Pitney Bowes MailWorks(TM) solution helps businesses leverage the mailstream more efficiently and effectively to strengthen existing customer relationships, establish new relationships and grow their business.”

The survey also probed consumers on specific advantages they see in mail versus unsolicited e-mail and telephone calls. Compared with other communications channels, including e-mail and telephone, survey respondents found mail to be: Less intrusive - doesn’t interrupt other activities (45.3 percent); More convenient - can be saved and considered at leisure (40.2 percent); Less high-pressured - lets you consider your decision (30.2 percent); More descriptive — lets you picture the offer (22.7 percent); and More persuasive - encourages you to respond (12 percent).

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