Direct mail and digital as natural partners: why consumers expect both

This 2007 Royal Mail report uses research by Quadrangle to examine consumers' attitudes to direct mail, email and web advertising and how they engage with and respond to different media.

It reveals that direct mail and digital are natural partners, with consumers expecting and responding to both media in different ways.

The big win comes through making online and offline channels work together. While they relate to mail and digital channels differently, 84% of survey respondents see a clear role for both media.