Acquisition v retention direct mail

This 2008 report from BrandScience's Knowledge Bank demonstrates the real-life return on investment (ROI) achieved by financial services direct mail in a multi-media context. It looks at how different media were used in this campaign, and how effective they were in driving repeat business and acquiring new customers.

Key findings show:

• Acquisition direct mail delivering more than £11 for every £1 spent, outperforming four separate TV executions.

• Retention direct mail delivering £164 for every £1 spent, compared with £22 for the best-performing TV execution.