Direct mail is back in the mix: consumers consider mail believable as digital channels face ‘trust fatigue’

Marketers that remain fixated with digital channels might need to rethink their strategy. New research has revealed that 89% of consumers consider mail communications to be ‘believable’, while only 48% feel the same way about email. The same research found that mail is regarded as ‘more likely to grab the recipient’s attention’.
Conducted in May of this year by Royal Mail MarketReach and TNS, the research followed the same model set by studies carried out in 2007 an