Marketing has changed a lot over the years. What once required sending tangible mail to large groups of people can now be conveyed via email or in specifically targeted social media ads or posts. So does this change mean that people now receive less junk mail on a daily basis? And how do these new methods measure up with actual mail in terms of results?
In Ask Your Target Market’s latest survey, 27% of respondents said they receive mail from companies with advertisements or special offers that they didn’t specifically sign up for on a daily basis. That’s actually an increase from a February 2012 survey, when just 23% of respondents said they received this type of mail daily. In this year’s survey, 32% said they receive promotional items in the mail fairly regularly. 33% said they sometimes receive this type of mail. And just 9% said they never do.
In terms of effectiveness, just 6% of respondents said that they often make purchases based on promotional items they receive in the mail. 11% said they often at least look at this type of mail, and sometimes make purchases because of it. 23% said they sometimes look at this type of mail, and might purchase rarely. And 60% said they rarely even look at promotional mail items.
When it comes to newer forms of communication, it doesn’t seem like much has changed over the last couple of years either. 31% of respondents said they receive advertisements or special offers via email daily. And in the February 2012 survey, 33% of respondents said they received these types of emails daily. 27% of respondents said they receive these emails fairly regularly. 32% sometimes receive them. And 11% said they never receive promotional emails they didn’t specifically sign up for.
Emails don’t seem to be any more effective than direct mail items either. Just 5% of respondents said they often make purchases because of promotional emails. 7% said they often at least look at these emails, and sometimes make purchases because of them. 22% said they sometimes look at the emails and might purchase rarely. And 65% of respondents said they rarely even look at promotional emails.
However, with both of these formats, the most effective way for companies to reach customers is through actual subscriptions. However, just 11% of respondents said that they have signed up to receive special offers or advertisements via either mail or email from many different companies. 28% said they have signed up to receive materials from some companies. 38% said they’ve signed up to receive them from just a few companies. And 24% said they have never signed up to receive special offers or advertisements from any companies.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on November 4 via AYTM’s online survey panel.