News
Direct mail 'most effective channel' for influencing buying decisions
Direct mail has been found to be the most influential channel on purchasing decisions, according to a recent study.
ExactTarget's 2009 Channel Preference Study examined consumers' use of different marketing platforms in the US and found that 76% of those polled said they had bought something after receiving a direct mail piece.
This compared to 67% for TV adverts, 58% for email and 17% for telephone marketing.
Even among the younger demographic of 25- to 34-year-olds, which are more aligned to electronic communications, 75% had made purchases because of receiving direct mail – this dropped to 62% for 18- to 24-year-olds (but print was still the best-performing channel).
DMA chief of membership and brand Robert Keitch said "Direct mail has long been the most effective of all direct marketing channels, which explains why the medium still accounts for 25% of all direct marketing spend. Most interestingly, the Channel Preference Survey shows high response rates among consumers of all ages. While digital marketing will undoubtedly continue to grow over the coming years, I think the data shows that tomorrow's consumers will be just as likely to respond to direct mail as they are today."
The survey polled more than 1,500 internet users in June of this year.
Comments
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Mick Hart - 05 November 2009
More great news for our industry, all we need to do now is market these facts, and educate the public as to the strengths of print, and we will have a bright future.
David Thompson - 05 November 2009
It has a future it also gives a real sense of quality and identity to a organisation and the product/services they are selling. Long may it continue!!
Edna Bag - 05 November 2009
Out of the darkness there was light, we need to keep pushing good news and facts, sooner or later its will get heard and listened too.
Matt is this up on twitter and other SM as well?
Mick Hart - 05 November 2009
Don't worry Edna, BPIF will have made sure this one goes out to the world at large ........
Edna Bag - 05 November 2009
They may well do Mick, but their world is smaller than ours
Rola Cola - 05 November 2009
I can't help but think it is a slow news week in the PW offices, so much so that they are looking over the pond for stories.
Edna Bag - 05 November 2009
Rola that may be the case its a slow news week, but can live with stories like this one, we need more of 'em and get them read.
Rola Cola - 06 November 2009
Edna, I do agree that we need more good news stories, but surely there must be similar studies carried out in the UK I'm sure the DMA or similar must have info like this at their fingertips, I have been telling my customers for years that DM generates a greater ROI than any other media.
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