Matching B2B marketing channels to buyer preferences.

With so much information appearing daily on the Internet, it becomes impossible to know which information to trust and which is just random opinion.

That’s why I was so happy when a colleague sent me a copy of a study from Epsilon Targeting, “The Formula for Success: Preference and Trust.” A division of Epsilon, a provider of consulting, marketing data, and marketing technology, they compiled responses from 2,226 U.S. and 2,574 Canadian age 18+ consumers to an online survey in August of 2011. Their statistical significance of the results is calculated at a 95% confidence level. This is their third study on the topic of marketing channel choices.

Readers may question why I would report on a consumer survey when the focus of this blog is B2B marketing. But I feel that the results of this survey translate very nicely into the B2B world, because business decision-makers are also consumers and naturally bring their personal preferences into the workplace.

Direct mail is the trust and attention-getting winner:

  • 26% of U.S. consumers and 30% of Canadians said direct mail is more trustworthy than email.
  • 50% of U.S. consumers and 48% of Canadians said they pay more attention to postal mail than email.
  • 60% of U.S. consumers and 64% of Canadians said they enjoy checking the mailbox for postal mail, highlighting an emotional connection.
  • 30% of U.S. consumers said they’re receiving more mail that interests them compared to a year ago, and just 50% (down from 63% in 2010) said more information is sent to them in the mail — indicating marketers are improving targeting efforts.
  • The perception that reading email is faster declined among U.S. email account holders to 45% in 2011 (from 47% in 2010), suggesting clogged inboxes are draining time.

Email still has many advantages:

  • 42% of U.S. respondents like that they can choose to receive or not receive email.
  • 41% like the fact that they can decide whether to print out the information or not.
  • 34% of U.S. consumers (up from 21% in 2010) like the ability to be green and save on the use of paper.
  • 23% like the easy ability to forward information (a very valuable tool in B2B marketing).

From the above portion of the study’s results, it’s clear that both direct mail and email still have a place in B2B marketing. It supports my long-held position that direct mail is still the best outbound marketing channel for generating leads, and email is still the best for nurturing those leads through the buy cycle.

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3 Comments

  • By Ryan Skinner - Content Marketing, December 21, 2011 @ 7:43 pm

    Question: Does Epsilon Targeting market and sell direct mail address lists? A quick review of their website suggests that, yes, they do, which would cast doubt upon their results.

    Self-serving surveys are the oldest game in the book, and many a survey has misled a marketer.

  • By Susan Fantle, December 22, 2011 @ 1:10 am

    Thanks Ryan. You bring up a very logical point. However, I know of a number of B2B and B2C marketers using direct mail who are getting cost-effective results from the channel. That’s why I tend to believe that the results of this survey reflect reality.

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