Direct mail preferred over email across key verticals

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Dallas—Despite the rise of digital marketing and channel proliferation, direct mail is preferred over email for receiving marketing messages, according to a new study by multichannel marketing company Epsilon.

According to the company's “The Formula for Success: Preference and Trust,” direct mail is preferred over email in receiving brand or product information in almost every category, including financial services (36% to 8%), insurance (36% to 9%) and travel (21% to 13%).

In the study, based on an online poll in August of 2,226 U.S. consumers, 65% strongly agreed that they get too many emails, and 75% said they receive “a lot of emails I don't open.”

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