In 2014, the Direct Marketing Association (DMA) stated that "almost 80 percent of consumers will act on direct mail immediately compared with 45 percent who say they deal with email straight away." They found that consumers prefer different forms of marketing depending on what it is for. For example, direct mail would be suitable for a bank letter, whereas for an invite to a concert, digital media would be preferred.
Based on this data, the suggestion to businesses would be to stay relevant with their marketing strategy. By using a mix of both traditional and digital marketing, it gives room to personalize and cater to specific interests of prospects.
Source: http://www.entrepreneur.com/article/240908