How direct mail increases ROI in multimedia campaigns

Measuring return on investment – both profit and revenue – is vital when assessing media effectiveness. BrandScience has examined its value across the different channels in a detailed anyalsis of UK research from 2005-2010 to investigate the performance of direct mail in multimedia campaigns.

It reveals that the effectiveness of direct mail has grown consistently each year since 2005, the only medium to do so. According to the results from 500 different studies, most media – TV, outdoor, press and online – experience an uplift in effectiveness when used with direct mail.

Key findings include:

• Direct mail is the only response medium to experience an uplift in response rate in 2009.

• From 2005 to 2010, it had the highest revenue ROI of all individual media for the ‘Goods’ category.

• Multimedia campaigns deliver a higher ROI than campaigns using one channel.

• Direct mail performs well for acquisition with a revenue ROI greater than £1.

• Its revenue ROI is displaying impressive growth for services, outstripping the growth rates of other media.