Direct marketing ? direct mail and email most successful

06/06/2008

A new study by ExactTarget, called the 2008 Channel Preference Study, has found that direct post and email are the preferred method by which consumers wish to receive communication from businesses.

Direct mail came out on top, with a score of 3.9, after respondents were asked to rate marketing channels on a scale of one to five.

Email came slightly behind with a score of 3.7, although a separate study by Ipsos showed that 65 per cent of respondents expected email and websites to be their preferred channel in five years time.

More than two thirds of 25-44 year olds in the Ipsos study said they had made a purchase because of a message received through email or post.

EMarketer senior analyst David Hallerman said that although the study showed younger age groups prefer other means, they won't always hold the same opinion.

"It is worth noting that younger online users tend more toward IM than e-mail, which could be an indicator of change ahead in the composition of the e-mail audience," Mr. Hallerman said.

"But it might also indicate that younger users, who tend to have more time, are more available for instant messaging. As they age and their calendars fill up, the delayed communication of e-mail will appeal to them more."

The study was performed in the US but is likely to reflect the feelings of the UK market.