A recent survey completed by International Communications Research (ICR) revealed that even in today's digital world, consumers clearly prefer mail over other communications vehicles such as e-mail for receiving new product information and offerings as well as confidential business communications, such as bank statements and financial reports.
The study, the fourth mail preference survey commissioned by Pitney Bowes (NYSE:PBI) since March 1999, 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. 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.
For confidential communications such as bills, bank statements and financial reports, respondents overwhelmingly preferred mail (86 percent) as their channel of choice, as compared with 10 percent for e-mail. This response is virtually identical to the response in the 2004 survey, which also showed consumer preference for mail at 86 percent.
"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 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 found that consumers are less likely to discard unopened mail (31 percent) - including new product brochures, catalogs or other advertising materials - than they are to discard unsolicited e-mails about new products (53.2 percent).
"In an environment crowded with marketing messages, it's important for marketers to utilize the most effective mailstream tools available," said Jeff Marshall, vice president of customer marketing for Pitney Bowes Global Mailstream Solutions. "While mail is the preferred vehicle for reaching consumers, businesses and organizations need to remember that it is critical to target consumers with relevant messages at appropriate times to get a meaningful return-on-investment."
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).
