CDMS: print and online mix best for DM responses

25 February 2009

Print buying

Integrating direct mail with online responses is the best way to boost response rates and generate subsequent purchases, according to direct marketing company CDMS.

Being able to respond online to printed marketing was the most important way to make people react and purchase a product, with people 20% more likely to comply.

CDMS's survey of 2,000 UK consumers also showed that personalised DM rated highly, with respondents 14% more likely than average to respond and purchase.

The company said DM was more effective when it used variable data to target individuals, combined with personalised URLs.

Consumers were 17% more likely than average to respond if the campaign was time-sensitive or triggered by a particular event.

Although online options generated the best responses, CDMS said print should still be used as the primary communication method.

Head of marketing Richard Higginbotham said: "Mail is appealing and a personal medium while the internet is generally used by consumers to check and compare."

He claimed that by solely pushing a promotion online, companies are inviting customers to make comparisons with other products and services.

"Use print to engage the client and the internet for gaining responses," he added.