QAS’ survey reveals people still prefer old fashioned postal greeting cards

26/01/2004

SINGAPORE, 27 January 2004 -QAS, the world-leading provider of address management solutions recently conducted a consumer survey which queried the preference of receiving old fashioned postal greeting cards versus e-cards. The results indicated a strong penchant towards old fashioned postal greeting cards which ranked highest in sincerity amongst 500 respondents surveyed. When asked whether they would love to receive a postal greeting card during Valentine's Day this year, a whooping 92 percent said yes.

Commenting on the survey results, Glenn Parker, managing director of QAS, noted, "even in the modern day, communications is still very much done via the post system. A letter, sealed and posted, expresses gravity and formality. A postal greeting card, sealed and posted, expresses love, friendship and sincerity. Particularly for keepsake cards during special occasions such as Christmas, New Year and especially Valentine's Day, the trend is still very much in favour of the old fashioned postal greeting cards."

The survey was carried out with a sample size of 250 females and 250 males. Over 80 percent of respondents indicated the most memorable cards were those received in their mailbox and 91 percent of them agreed greeting cards via snail mail convey more sincerity and thoughtfulness. Although 95 percent found e-cards to rank low on the cost and high on convenience, two of the major factors for sending e-cards, about 90 percent of the respondents said they received at least one postal greeting card last year. 88 percent of the respondents highlighted that they would love to receive more postal greeting cards because they are more special.

A leading global greeting card maker and distributor found that about 55 percent of Valentine's Day's transactions involve the purchase of at least one card for a romantic love relationship, and romantic Valentine's Day is a top card-buying occasion for men.

With Valentine's Day around the corner and love in the air, Parker said, "old fashioned does not mean outdated. Old fashioned means a traditional style that is still very much valued and appreciated. Therefore, show someone how much you care by sending a greeting card via post, especially during this Valentine's Day," said Parker.

Concluding this survey, Renette Youssef, marketing manager of QAS relates that direct marketing still plays a very important role for marketers. Despite the prevalence of e-marketing, the survey shows that consumers still prefer to receive something in the mail. "Our rapid growth in 2003 also demonstrates the trend of postal mail will continue to be an integral marketing tool for marketers in their outreach to clients."

QAS' suite of address management solutions, QuickAddress, helps ensure that addresses are valid, free from spelling errors and input into applications in a correct and consistent format. Therefore, businesses wanting to touch base during special occasions with their stakeholders, including customers, suppliers and partners, with greetings cards in the mail are likely to deepen and enhance relationships as a result.