Consumer Survey Results Reveal Direct Mail Still Preferred

“Consumers use and trust certain communications channels more than others. This means that marketers need to understand which channels resonate most at various points in the consumer purchase cycle and incorporate a cross-channel strategy that leverages data and technology to communicate on a one-to-one basis,” said Warren Storey. “Our study suggests that brands should use a variety of mediums to build relationships, starting with trusted channels like direct mail, then layering the message to re-enforce it through other channels.”