Direct mail and online

This Quadrangle report from August 2007 reveals how direct mail and online can be used together most effectively.

Research was conducted among internet-savvy users to:

• Establish the extent to which there is interplay between consumption of direct mail  and online advertising

• Identify how this media mix works in terms of prompts to action, developing loyalty and cut-through

• Discover consumer perspectives on the two channels, both separately and working together

• Identify when companies should use one or the other or both.

It also reveals that 66% of ‘extremely confident’ web users, 69% of confident web users and 73% of less confident web users would prefer some form of contact by post.