Here is a new study about email vs postal mail, according to a study released in December 2011 by Epsilon Targeting. Data from the “2011 Channel Preference Study”.
The point of the survey is that postal mail is still relevant. I think the real point is that to reach consumers locally about new products requires a combination of new and old media.
While email is cheaper, better and faster, consumers still feel good about postal mail, too.
I’m not arguing that postal mail trumps email but rather saying the ROI on email and other new media while very good shouldn’t automatically make us forget the old ways.
To be successful you need a marketing portal that allows for your retailers to use old and new media.