Direct Mail Effectiveness

The death of direct mail, as some advocates of digital would have us believe, is greatly exaggerated.

This new report from the Mail Media Centre provides an in-depth examination of the channel, explaining the advantages of direct mail to marketing practitioners.

Did you know, for instance, that direct mail has seen its ROI level rise steadily over the last three years, a trend credited to improved targeting?

The report brings together information garnered from a range of sources including BMRB, Nielsen, TGI,  OMD BrandScience,  DMA, Ebiquity, Royal Mail Consumer Panel, Quadrangle, GfK FRS and Comscore.

It explores areas including the power of sensory mail that engages with all five senses: sight, sound, smell, touch and taste.

The report also explains why mail and digital are very effective partner and how direct mail can help search work harder.

Beyond that, we take a peek into the future and if or how direct mail will have a role to play.

Key findings include:

• In 2010 an average of 91% of prospect direct mail was opened, including 96% for personal banking and 95% for stores mail.

• The percentage of mail where customers took action has increased from 4% in 2004 to 5% in 2010.

• 17.7m people ordered after receiving a mail order catalogue in the past 12 months

To read these findings in full click the ‘download’ button below.