Pitney Bowes: People Prefer Snail Mail

Share this article:
Despite an increase during the past two years in the number of households with access to e-mail, many people still prefer to receive traditional mail rather than e-mail, according to a study released yesterday by Pitney Bowes.


The study found that while e-mail access had increased to 53 percent of households in February from 34 percent in March last year, 93 percent of the 1,009 households surveyed preferred to receive financial documents and information via traditional mail. Further, 73 percent of the households preferred receiving product announcements and promotional mailings by traditional mail, according to the study.


The study found that 76 percent of the respondents said traditional mail is more secure than e-mail, compared with 11 percent who said e-mail was more secure.


Respondents also believed that traditional mail was less time-consuming than e-mail, with 62 percent saying that opening traditional mail is faster than logging on and retrieving e-mail, the study found.


"There's a messaging revolution going on in the United States," said Tim Bates, vice president of marketing at Pitney Bowes Mailing System, Stamford, CT. "Message volumes keep climbing, and when compared to e-mail, regular mail is winning the vote of American households.


"Mail is universal," he added. "It does not require special training or hardware, it is secure and personal, and it is easiest and [the] most effective marketing tool that businesses can use when communicating with consumers."


The study also found that 66 percent of the responding households would discard unsolicited e-mail unopened, compared with only 26 percent who said they would discard unsolicited traditional mail.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.