Exact Target just released their annual survey on media channels. It’s one of the most enlightening and unbiased reports I’ve read in years, especially considering it was written by an email marketing provider. Here’s a direct quote from the report:
“Still wondering about the best channels through which to deliver your messages when you’re trying to boost your bottom line? Consumers are more likely to purchase based on messages they receive through traditional media. In this year’s study, we included television commercials and infomercials as channels through which consumers may have been directly influenced to make a purchase. While this approach does not take important factors like branding into account, it does give us a basis for comparison where branding may be the primary goal—as is often the case with social media.
Our research shows:
Direct mail has directly influenced more consumers to purchase than any other channel.
76% of consumers have been directly influenced to purchase through direct mail.”
For the first time in years, someone has actually taken the time to look at media channels in an objective way. And what media channel came second as an influencer of purchases? Television. Email came in third, which considering email marketing is a tiny fraction of the cost of TV advertising, is an excellent result.
Another gem in the report was the statement that email is still very popular and we love it, but only 15% of people like to receive marketing messages via this channel!
