Today’s multitasking consumer are on-the-go and in-the-know. As such, it’s important for marketers to address those needs by sending marketing communications via the channels that consumers prefer most. Epsilon’s 2012 Channel Preference Study found that while marketers continue to focus on mobile and the mobile penetration grows, there’s still a gap between consumers’ perceived value of mobile marketing and marketers’ expectations of the tactic.
According to the survey, channel preference can help marketers go far in capturing consumer attention and motivating purchases. The annual research found that direct mail is the preferred channel for U.S. and Canadian consumers to receive brand communications in categories including financial services, insurance, general health, cleaning products, food, and charitable causes. Where does email fit into the equation? Many respondents said they receive lot of email but they just don’t open their messages, highlight a need for marketers to send more targeted messages.
Key findings from the research include:
• Mobile device users were 40-50% more likely to prefer email and online communications, respectively, than non-users.
• 42% of U.S. consumers and 39% of Canadian consumers said direct mail is the preferred channel to receive sensitive health information.
• 36% of U.S. consumers and 35% of Canadian consumers said direct mail is the preference channel to receive insurance information. Another 39% and 38%, respectively said the same for financial services information, and 26% and 20% respectively said the same for retail information.
• 73% of Americans and 62% of Canadians said they receive a lot of emails that they do not open.
• 62% of Americans and 63% of Canadians said they enjoy checking the mailbox for postal mail.
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