Direct mail drives to store and web – overview

This Royal Mail report, first published in December 2007, uses data from Continental Research to look at direct mail’s role in influencing consumers to make purchases in-store and online.

It examines – and proves – three theories:

• Consumers welcome receiving relevant and targeted direct mail.

• Direct mail is effective at driving people to follow up via stores, branches or by websites.

• Compared with other media, such as radio, TV, internet and newspapers, direct mail is particularly effective at driving action.

This report gives a comprehensive overview of the findings and how they affect the three sectors investigated: telecoms, retail and financial.