DM mail more likely to be opened than email

A recent survey by International Communications Research, commissioned by Pitney Bowes found that 73% of consumers prefer mail for receiving new product announcements or offers from companies they do business with, as compared to 18% for e-mail. Mail was also preferred by 70% of respondents for receiving unsolicited info on products and services from companies with which they are not currently doing business, reported The Center for Media Research.

For confidential communications such as bills, bank statements and financial reports, 86% of respondents preferred mail as their channel of choice, as compared with 10% for e-mail, identical to the response in the 2004 survey, which also showed consumer preference for mail at 86%.

The survey also found that 31% of consumers are less likely to discard unopened mail, including new product brochures, catalogs or other advertising materials, while 53.2% are likely to discard unsolicited e-mails about new products.

Specific advantages consumers see in mail versus unsolicited e-mail and telephone calls, according to the report, compared with other communications channels, survey respondents found mail to be:

Less intrusive... doesn't interrupt other activities (45.3%)

More convenient... can be saved and considered at leisure (40.2%)

Less high-pressured... lets you consider your decision (30.2%)

More descriptive... lets you picture the offer (22.7%)

More persuasive... encourages you to respond (12%)

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