Mail in the media mix

How do consumers who receive direct mail react to – and regard – other direct marketing channels? This MMC report, based on the latest D’Mand Tracking Study by independent research firm DataTalk Research, provides an in-depth analysis of behaviour and attitudes to show you which channel – or combination of channels –  can offer the best way of reaching your target audience.

The study examines the channel behaviour of different demographic groups, and monitors the online behaviour of people who receive mail compared with those who don't. This helps explain the interaction between direct mail and email and examines the potential effects of one channel on another.

Key findings include: 

• Adding direct mail to an email campaign increases the potential response rate from 5.8% to 9.9%.

• The AB socio-economic segment is twice as responsive to direct mail as DEs.

• ABC1s find direct mail twice as acceptable as email, at 27.4% to 13.4%.

• 95.1% of direct mail recipients with internet access use it for emails, further enhancing the potential for their combination in the media mix.