New research from Kall Kwik revealed that 93% of businesses still choose to use printed mailings over electronic communications and only 14% would consider using text messages – despite there being more than 90m mobile phones in circulation across the UK.
The ease with which consumers can hit the 'delete' button was presented as the key reason for rejecting electronic marketing, with consumers reading only two in every 10 corporate text messages and four in 10 marketing emails.
In contrast, consumers read six of every 10 pieces of printed marketing collateral they received – a figure that further increases when the mail is personalised.
Laurence Knott, head of marketing at Kall Kwik, said: "The most advanced ways of reaching a target audience are clearly not always the most effective.
"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."
Print still the method of choice for business communications
Print is still the preferred method of communication for businesses despite the rising popularity of email and social networking, a survey has found.
