Mail in the communications mix

This 2008 consumer research study by Hall & Partners explores the role of direct mail in the media mix, focusing specifically on online search and TV advertising.

Based on a benchmark survey of a nationally representative sample of more than 800 consumers, key findings include:

Direct mail can help paid-for search campaigns work harder by driving click-through rates.

• For brands that struggle with search, direct mail can offer a route that goes direct to the consumer.

• Follow-up mailings can help to complete the purchase process that's kick-started online.

• Mail can back up TV advertising by giving detailed supporting information and delivering an obvious sales mechanism.

• As ad-avoidance technology takes hold, the guaranteed cut-through of mail will become increasingly important

• Mail can build relationships by making customers feel valued.