My blog last week extolled the benefits of sending traditional holiday cards instead of email. On the heels of that post, I read a report today that said, "Fifty percent of U.S. consumers prefer direct mail to email, according to a study released by marketing services from Epsilon on Dec. 1. Of the 2,226 U. S. consumers surveyed for the third Consumer Channel Preference Study, 60% said they enjoy checking their physical mailboxes, highlighting what the study refers to as an "emotional connection" to postal mail."
Now you might expect the founder of a leading email company to ignore this startling information. Or more likely try to rationalize the data with conflicting arguments.
But no. What this tells me is there is more than one channel we marketers should be focusing on. Matter of fact, history tells us multichannel efforts consistently out-perform single channel.
Point-in-fact, Delivra has a client whose business matches the delivery time of a complimentary postal and email message to a single day. The results are impressive.
We will be airing a webinar in late January to explore the opportunities here.
I'll announce the date in a couple of weeks.
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