Direct Mail: It Works and Customers Still Want It
One of the publications we follow is a clearinghouse of research on print media effectiveness called Print in the Mix, which is published by the Rochester Institute of Technology. There is a plethora of unbiased facts and information on their site, including a post from April, 2012, titled Direct Mail Still Works and Consumers Still Want It.
- Two-thirds (66%) of online Americans have made a purchase because of an email marketing message -- and nearly just as many (65%) purchased a product or service thanks to a direct mailing.
- Marketing messages delivered via social media and mobile did not fare as well; One in five (20%) have made a purchase thanks to an ad viewed while on Facebook, while 16% have bought based on prompting from a mobile marketing messaging (16%).
- The study also finds that direct mail is the only channel where an unsolicited message isn't viewed as inappropriate by consumers.
Please login first in order for you to submit comments