Campaign effectiveness – direct mail versus other media

As the number of marketing channels grows, pinpointing the most effective ones is more challenging than ever. This report surveys businesses running B2B and B2C campaigns where direct mail and door drops are part of the media mix, to discover how they compare with other media and what boosts their impact.

The top-level response rate data in the report reveals that success depends not only on the medium you use in your marketing campaigns but how you use it.

The analysis also draws on Quandrangle 2009 campaign effectiveness research to offer valuable pointers on how creative use of direct mail can help build product awareness and drive ROI, both in terms of immediate response and overall effect on brand. Plus, it proves that good targeting delivers results.

Key insights include:

• Addressed direct mail scores higher than digital media in contributing to a strong ROI, with 52% of business respondents rating it as very effective.
• Mail remains a vital part of the media mix and continues to be on the radar for 80% of advertisers.
• 88% of respondents say direct mail campaigns have increased awareness of their company’s product or service.
• Campaigns that are accurately mailed to a specific target audience see around 80% greater uplift in ROI than those which aren’t.