Is your marketing budget in the right channels?
14 December, 2009
As a marketer, wouldn’t you want to know what media channels to select when you plan a campaign? Well research shows that addressed mail is the clear preference for consumers, with email and unaddressed mail second and third preferences respectively.
Reaching Consumers 2008 commissioned by Australia Post surveyed 1,004 participants, and addressed mail was the preferred media for receiving marketing and promotional communications when a customer for the following situations:
- receiving advertising and promotional information
- news and updates about an organisation
- club or membership newsletters
- invitations to special events or sales
- loyalty statements and information
- new product announcements where the preference in 2003 was 44% and is now down to 15%.
The preference for addressed mail is particularly strong where there is an ongoing relationship between the consumer and organisation.
(Source: Reaching Consumers 2008, Open Mind Research.)
To find out more about how GJI can help you communicate more effectively with your customers contact GJI
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