Consumers Prefer and Respond to Direct Mail

Archive [Dated Content]

Nearly two-thirds of US Internet users queried in ExactTarget's 2008 Channel Preference Survey stated e-mail is their preferred channel for written communications between friends, followed by text messaging,  and the channels they use to communicate with friends are not necessarily also preferred channels for marketing.
 

Asked to judge the acceptability of various channels for marketing purposes on a scale of 1 to 5, respondents give direct mail an average score of 3.9, followed by e-mail at 3.7.  All other channels average under 3.
 

Nearly two-thirds of those surveyed say they have made a purchase because of a marketing message received through e-mail. More than three-quarters say they have made such a purchase in response to direct mail.

Source:  eMarketer

About:  Survey data collected February 8-15, 2008 through an online survey of Internet users owning a cell phone and living in the U.S.  The sample contains 220 to 226 respondents from seven age groups and reflects consumers above the age of 15.

Source:  ExactTarget's 2008 Channel Preference Survey as reported by eMarketer, Consumers Want Your E-Mail, May 2, 2008.