73% of consumers prefer [direct] mail over other advertising methods. According to one survey by the very reputable International Communications Association. Does this mean you should shift your marketing budget to allocate more funds toward print collateral and direct mail? Not at all. Well, not necessarily.
Everyone loves statistics — especially us marketing firms. Keep in mind though that this is just one statistic. From one survey. Other reports and surveys place this figure as low as a meager 7%, and many base consumer response on qualifying factors such as consumer demographics and using variable data printing on direct mail pieces. Statistics can be used to prove or disprove almost any position, depending on the analysis used and the data collected.
So, do consumers prefer direct mail? Maybe some. The bigger question is do YOUR consumers prefer direct mail over other advertising methods.
The key takeaway from this survey however is that good ol’ snail mail marketing through the postal service isn’t dead, and in-fact — in today’s e-mail driven world — not only remains a viable marketing tool, but may help your business stand out from the crowd.
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