Direct mail preferred over email

It seems the good old fashion mailbox is still one of the best ways to reach consumers. A global research project on marketing channels has found 73 per cent of consumers prefer receiving mail about new products or offers, while only 18 per cent prefer email.

In addition, Marketing Magazine reports 86 per cent of survey participants prefer to receive posted bills, bank statements and financial reports; only 10 per cent favour email versions.

"The survey also found that 31 percent of consumers are less likely to discard unopened mail, including new product brochures, catalogues or other advertising materials, while 53.2 percent are likely to discard unsolicited e-mails about new products."