Despite the rapidly rising popularity of the internet for email and social networking, new research has uncovered that only one in 10 businesses prefer electronic communications to more traditional printed mediums when it comes to corresponding with consumers.
The study, commissioned by Kall Kwik, revealed that 93 per cent of businesses still choose to use printed mailings ahead of electronic communications, and only 14 per cent of companies would consider using text messages – despite there being more than 90 million mobile phones in circulation across the UK.
The ease with which consumers can hit the ‘delete’ button was the key reason for rejecting electronic marketing, with consumers reading only two in every10 corporate text messages and four in 10 marketing emails. By contrast, consumers read six of every 10 pieces of printed marketing collateral they received - a figure which further increases when the mail is personalised.
Laurence Knott, head of marketing at Kall Kwik, comments: “While advances in technology have made it easier for companies to communicate with consumers, the most advanced ways of reaching a target audience are clearly not always the most effective.
“Our research shows that consumers are quick to discard communications they see as intrusive or irrelevant, and with methods such as email and text this process becomes almost instantaneous – with messages often being deleted before the subject has even been digested.
“Companies are right to be wary of investing heavily in this type of marketing – consumers are more likely to read and act upon material they receive in printed form, while finding text communications in particular more irritating than interesting.
“Further advances in ‘spam blocking’ also mean many mass email and text campaigns are never even seen by the intended recipient, instead going straight in the electronic bin. Print allows businesses to communicate with their customers in a way which is simply not possible electronically. Consumers appreciate the physical contact print brings - and it also allows firms a whole host of options to make their material look and feel more appealing. “
Kall Kwik provides high quality print, direct mail and design services to businesses throughout the UK using the latest digital printing equipment, graphics design software and fully trained network of more than 150 franchisees.
