Consumers Prefer E-mail to Direct Mail

Our latest numbers come from the ExactTarget 2009 Channel Preferences Survey, which found that 92% of online consumers have opted-in for an e-mail list.

“It’s by far the most popular channel for permission-based promotional messages across every age group,” according to the survey. That means the e-mail marketing tools available in your Web solution will be useful for a business that targets any demographic!

Equally important is the decrease in consumer preference for direct mail. According to ExactTarget, direct mail fell nearly 9% in popularity among respondents. It’s the only category in the survey that experienced a decrease, and it’s proof that consumers aren’t looking at their direct mail anymore. If you’ve got a prospect who’s still sending direct mailers as a method of advertising, tell them they’re just throwing their marketing budget away!

Then tell them about another finding from the ExactTarget survey: Over half of respondents in every age group said they made a purchase as a direct result of an e-mail message they received!

When considering your marketing budget, consider lessening your direct mail for the more popular and cost-effective email.

Enjoy! Post comments. I’d love to know your thoughts.

- Trista Polo, Website Development and Business Owner Development

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