Why Direct Mail Prompts Web Hits

Direct Mail Plays Crucial Role in Multichannel Mix



Is your business somehow still failing to take advantage of mail’s muscularity? Bad move. Recent UK marketing surveys reveal the crucial role direct mail plays in the multichannel mix.

The first study conducted by marketing analysis firm Brand Science on behalf of Royal Mail analyzed the performance of 260 marketing campaigns across all industry sectors. It found that combining direct mail with other channels increases campaign payback by up to 20 percent. The study also revealed that online and outdoor marketing channels achieved the highest rates of success when integrated with direct mail.

The second study found that nearly half of consumers are prompted to visit a company’s website because of direct mail they received. The survey, conducted by GI Insight, found that 47 percent of consumers visited a website after receiving a promotional direct mail piece. The figure rises to 53 percent for the 18-to-24 age group.

GI Insight’s managing director believes the survey results affirm the case for mail. “These findings clearly demonstrate that direct mail is still a powerful tool,” says Andy Wood. “(Mail) plays a pivotal role in any business’s efforts to contact consumers — despite increasing use of e-mail and regardless of the channel that consumers choose to actually purchase through.”


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