Direct mail & press: Made for each other

This 2007 research by Quadrangle, shows that direct mail and newspapers work well together as partners in an integrated campaign.

Mail is valued for its personal nature, for making customers feel valued and for being easy to respond to. Newspapers are a good way of raising awareness about companies, particularly if people are thinking about making a purchase.

The two media are complementary rather than interchangeable, supporting and balancing the other’s strengths. Key findings include:

• Consumers buying in response to direct mail spend on average 21% more than those buying in response to press ads.

• Press is ideal for stimulating interest, while direct mail is effective at translating interest into sales.