Ahh, the wonders of the 21st Century.
We may not have flying cars, but we’ve got the web and email and mobile – dream marketing platforms that can be micro-targeted, customized and measured to a fare-thee-well. A marketer’s dream, right? Better than print, right?
Not so fast there, Buck Rogers.
It turns out that not only is traditional direct-mail marketing alive and well; it’s the platform of choice among consumers for a wide range of health-related information. In a 2012 survey conducted by Epsilon, U.S. and Canadian consumers preferred getting information about health-and-pharma topics including sensitive health information, treatment for a specific condition, insurance, prescription, general health and over-the-counter drug information via print by a wide margin. In the most dramatic case (sensitive health topics), respondents preferred postal mail to email by nearly eight times and postal mail to internet-based information by nearly a factor of four.
Why the email hate? Many respondents reported they get a lot of email they just don’t open. This is a strong trend that continues from previous study years, now common among 73% of Americans and 62% of Canadians. Additionally, many feel as though they receive too many emails in one day. Consumers may like receiving postal mail because they are getting more emails than ever.