Interestingly, this preference for direct mail extended to smartphone owners and was actually slightly higher for households owning a tablet device. As can be seen below, the digital channels aren’t the most preferred, but there is still a group of consumers who prefer to receive online offers. In a related report from the Raddon Financial Group, it was found that while most consumers don’t want to be contacted, those who did preferred direct mail over email by a small percentage.
The desire for less clutter and more relevancy is an overriding desire from consumers with all channels as could be expected.
From a marketing perspective, these attitudes emphasize the importance of sophisticated targeting and clear messaging when using any direct media. For those consumers who preferred direct mail, the primary reasons included the portability of the channel (you can read it now, read it later or pass it along). But while trust in direct mail was modest compared to other marketing channels, the postal channel was still almost twice as trusted as email (18% vs.
With the increased penetration of smartphones, the combination of the power of social, local and mobile communications will definitely gain in importance.
While this most recent channel preference research by Epsilon and past research from firms covered in this blog continue to emphasize the importance of direct mail, none of these findings should be viewed in a vacuum or used to eliminate one channel or another from your marketing mix.

With the knowledge above collected, trust in all communication through all channels will be improved, resulting in improved results and an enhanced customer experience. Tablet users are also roughly 50-60% more likely to prefer receiving information via email and the internet than non-tablet owners,illustrating their more digital focus as a segment. As with any group, however, this target market should be further segmented by device ownership and the ways they use their mobile devices.
The Raddon research above showed that consumers feel inundated with communication that does not interest them. Interestingly, among those who preferred digital channels (email and online) to postal mail, the same two reasons (convenience, ability to refer to later) topped the list but in reverse order and with lower overall enthusiasm (45% and 42% respectively).
In fact, the strongest marketing channels in terms of trust (newspapers, company websites and online search) are perceived to be less than half as trustworthy as family and friends and have only a quarter of the respect as healthcare professionals.
Where trust is not as important in retail and other industries that are referenced in many of the marketing journals when discussing moving channel funding from direct mail and mass media to digital, mobile and social media, it is very important with banking and credit union products. The percentage of households who want to receive a mobile offer based on their location at any given time also seems to be low at this time which may be a function of awareness and understanding of the benefits as opposed to disliking the concept overall.
Instead, a multichannel strategy should be pursued, understanding the importance of trust, consumer channel preference and the benefits of each communication channel.

With this insight, we will be in a better position to deliver relevant messages, using each customer’s preferred channel as the perfect time. This trust will provide the foundation for enhanced communication and the utilization of potentially powerful SoLoMO strategies in the future.
Only health related communication had a higher preference for postal mail, indicating the advantage of direct mail for communicating sensitive information. In addition, with the majority of consumers indicating that they receive more emails than they can open, any cost advantage of digital communication may be negated if the communication goes unopened.
But, with trustworthiness of social media still being less than 10 percent, the power of these channels to market financial services remains limited. While there may be a potential with SoLoMo marketing, the technology capability may definitely be ahead of the need in this area, especially in financial services.

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