Fast Facts: Direct mail drives to other channels

Marketers need to look beyond traditional response rates when judging the full return on investment of mail.

Research shows it can deliver significant value beyond the initial interaction, for example by prompting customers to visit a store or pay more attention to a TV advert.

This presentation uses data from TGI to show how people from the following groups respond to direct mail: new car owners; holidaymakers; charity donors; holders of credit cards, car insurance, buildings and content insurance, health insurance, life insurance and pet insurance; mail order customers; people who shop at department stores, pharmacies, DIY stores, major shopping centres and discount supermarkets.