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W hich channel do you think your
customers trust more? Direct mail or
email? When it comes to trust, the
answer is direct mail—and it wins hands down.
According to a study from Epsilon, “The Even in this world of electronic Here are some other results from
Formula for Success: Preference and Trust,” communications, Epsilon’s research the study that ought to make
more than one-quarter of U.S. consumers continues to add to the compelling direct marketers cheer:
(26%) say they find direct mail to be more volume of similar research that comes to
trustworthy than email. Half (50%) say similar conclusions. Direct mail has power. 36% of consumers said
they give direct mail more attention. Consumers see print as more trustworthy,
Surprised? You shouldn’t be. Epsilon’s data more compelling, and more reliable than direct mail is their preferred channel to
is consistent with research that has been the world of ubiquitous email. receive financial services information;
coming out of the industry for years. Want to increase the power of direct mail
Despite direct mail’s reputation for being even more? There are several steps you 26% said direct mail is more
“old school” or expensive, consumers can take.
continue to embrace direct mail. In fact, First, you can divide your mailings into trustworthy than email;
according to Epsilon’s research, direct mail demographic segments. This enables you
is consumers’ top choice for receiving to target content to the specific needs 50% said they pay more attention to
brand communications in almost every and preferences of different customer
category, from health to household groups. By increasing the relevance of the postal mail than email;
products and household services, to message to your recipients, you increase
insurance and financial services, including the chances they will respond. Once 60% said they enjoy checking the
credit card offers. you’ve done that, you can layer on data-
This preference extends to a surprising driven personalization (optional) based mailbox for postal mail;
demographic: 18–34 year olds. Even on what you know about recipients from
younger consumers prefer direct mail your database. 30% said they’re receiving more mail
over email. Don’t have a database for targeting and
personalization? No problem. We can help that interests them compared to one year
you purchase high-quality data very cost ago; and
effectively using any of the major
list providers. Only 50% (down from 63% in
So want your customers to listen closely?
Start with direct mail. Target it. Print it. 2010) said their mail volumes are increasing,
Send it! indicating that marketers are improving their
targeting efforts.
Source: The Formula for Success: Preference and Trust (Epsilon 2011)
60% of consumers say they enjoy CASKEY GROUP ■ 13
checking the mailbox for postal mail.
