Direct mail in the mix: the government sector

The public sector is under pressure not only to deliver services but also prove that its marketing is effective at targeting hard to reach audiences and offers a solid ROI. 

This 2010 BrandScience research reveals how a government department used a variety of offline and online media to encourage people to visit a dedicated  website, and highlights direct mail’s effectiveness in the media mix compared with search, radio and print in driving traffic online.