Here is the meat from from an recent article in Targeted Marketing that proves something we have konw all along.
"In a very recent study titled Finding the Right Channel Combination: What Drives Channel Choice, ICOM, a division of Epsilon Targeting, surveyed over 2500 U.S. and 2200 Canadian households, specifically targeting consumers in the 18-34 year-old demographic. The study found that these consumers overwhelmingly prefered—by two to three times—to learn about marketing offers via postal mail and newspapers, rather than online sources such as social media sites
Examples among merchandisers include 62 percent of this age group prefering personal care product offers coming in the mail while only 22 percent prefer online. Food products? 66 percent want the offline approach versus 23 percent for online offers. Over-the-counter medicine? 53 percent versus 21 percent."
For years the United States Postal service has reported that online sales were significantly higher when combined with direct mail and this study helps confirm that fact. Remember the mail moment:
Such online giants as Google and Zappos advertise via direct mail, and if they need traditional marketing channels to drive traffic, chances are you do too. Remember to drive all your marketign channels to a landing page to start a two way conversation and collect data. Purls on the direct marketing peice will help improve repsonse rates and assure the prospect sees the correct content.