Preference for Postal

Most consumers want to continue receiving mail because it’s free and easy to manage, according to Mike Porter, president of Print/Mail, an independent consulting firm.

By a 5 to 1 margin, consumers in the United States still prefer to receive bills and similar documents on paper, Porter says. Even in the digital age, there are “still some things that mail does better” for mailers and recipients.

For recipients, the benefits of mail are simple: No Internet connections, devices, outlets or batteries are required. Also, recipients can typically predict when they will receive their mail, as opposed to emails that arrive throughout the day.

Mailers benefit because the odds of a message getting a recipient’s attention are better: The average consumer receives 157 emails a day, compared to just two direct mail marketing pieces, according to USPS research. Also, according to the Postal Service’s most recent Household Diary Study, 55 percent of people who receive advertising mail read it.

Additionally, the Postal Service will never incorrectly sort your mail into a spam folder, Porter says. If it’s properly addressed, the mail will make it to intended recipients.

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