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Consumers prefer mail by a large margin

by ewenmack
10 replies
Gym members prefer to be contacted by mail at 64% and email
down to 32%.

Over a whopping 90% prefer mail to include discount offers to join up.

Here"s the study...

Mail Media Centre - Attitudes to mail among gym members

Enjoy!
Ewen
#consumers #large #mail #margin #prefer
  • Profile picture of the author Jason Kanigan
    Of course! So they don't have to interact with anyone, and can "decide" (or be indecisive) at their leisure.

    Unfortunately, that's not going to help us make money.
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    • Profile picture of the author ewenmack
      Originally Posted by Jason Kanigan View Post

      Of course! So they don't have to interact with anyone, and can "decide" (or be indecisive) at their leisure.

      Unfortunately, that's not going to help us make money.
      84% of the Addressed print advertising pieces Canadians receive and 67% of the Unaddressed print advertising pieces they receive are actioned (ie. read, saved it for later, will shop, purchase or do something else

      Source Canada Post

      Best,
      Ewen
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      • Profile picture of the author Jason Kanigan
        Originally Posted by ewenmack View Post

        84% of the Addressed print advertising pieces Canadians receive and 67% of the Unaddressed print advertising pieces they receive are actioned (ie. read, saved it for later, will shop, purchase or do something else

        Source Canada Post

        Best,
        Ewen
        Sure (and I want to get a little controversy going here, Ewen)...but "read", "saved for later" or "will do something else" (...what exactly?!) do not make us, the marketers, money.

        I mean, yeah, maybe it's better than nothing--a straight pitch into the round file--but only sales make us money. And the faster the conversion, the faster that money is in our bank account. Those choices I listed above don't sound like "action" to me. They sound like percentage boosters for selling Canada Post services.
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        • Profile picture of the author ewenmack
          Good idea Jason in terms of how we can increase our odds the mailer
          gets the reader to take action, faster.

          The gym membership example I mentioned cited the
          readers in 90% plus cases, want attached a discount to try a gym.

          You can tell them when the offer closes and limited to the first x number
          of members.

          They both increase action.

          Best,
          Ewen
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  • Profile picture of the author jamtrading
    yea well thats the problem as mail is not interactive which is not good for business!
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    • Profile picture of the author ewenmack
      insurance open letter rates are 92%.

      IM marketers email open rates would be lucky to get half that number.

      Source...Mail Media Centre - Mail in the motor insurance sector

      Best,
      Ewen
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      • Profile picture of the author ewenmack
        Another way to bump up response is to have it looking completely different to
        everything else in the mailbox.

        Here in New Zealand, a small telco used ripped cardboard.

        It was their best promotion ever.

        Best,
        Ewen
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  • Profile picture of the author fiverrfreak
    In my opinion, i don't think mail is interactive enough for business even with the discount offers and all. I say this because i get lots of mail and i usually don't open most and just delete and sometimes i just don't want to reply to that business owner even though i have questions.
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    • Profile picture of the author Claude Whitacre
      Guys, Guys, Guys, Guys, Guys!!!!

      You're arguing over nothing.

      Direct mail is far more effective, at getting sales per 1,000, than e-mail. It's not even close. And an e-mail list gathered by direct mail has the best conversion of any e-mail list. (Except email lists built by personal contact)

      Cold calling the same list is far more effective than any "direct mail only" program. Your "sales per 1,000" will be much higher than direct mail.

      This is assuming you have a great phone salesperson calling.
      It's also assuming you are great at direct mail.

      In the Dan Kennedy world, booking people to show up for seminars....

      Direct mail puts more butts in seats than any online promotion. At a higher cost, but more sales per contact.

      But after direct mail is exhausted (In the Kennedy world, it may be as high as 30 direct mail pieces), a telemarketer gets the same list, and will close twice as many people as all the direct mail letters combined.

      So there!:rolleyes:

      Anyway, You guys seem to be saying two different things that are both true.
      I may be wrong.
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    • Profile picture of the author Irish Intuition
      First off, thanks for the info Ewen. Now as to some of
      the comments....

      Direct mail is only part of what should be in the marketing mix....

      but to say it does not make enough $$$ is absurd

      I created a mail piece that grossed $98,000 in contracts. (we also
      followed up on every letter with a call)

      Also I have had several postcard drops of 500,000+ generate an
      average of $200,000 is sales.

      So, direct mail can make us money and it can interact, enough. That
      said it should not be the only tool in the shed....
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