ExactTarget’s “2008 Channel Preference Survey” asked US internet users to judge the acceptability of various channels for marketing purposes. On a scale of 1 to 5, respondents give direct mail an average score of 3.9, followed by e-mail at 3.7. All other channels average under 3.
In addition, nearly two-thirds of those surveyed say they have made a purchase because of a marketing message received through email – and even more (three-quarters) say they have made such a purchase in response to direct mail.
US Internet Users Who Have Made a Purchase Due to Receiving Marketing Message (by Age and Top Channels)
Source: ExactTarget, “2008 Channel Preference Survey”, May 2008
Reprinted with permission from Print in the Mix – A Clearinghouse of Research on Print Media Effectiveness www.printinthemix.rit.edu