According to a recent survey, direct mail has been found to be the most influential channel on purchasing decisions.

The study examined consumers’ use of different marketing platforms and found that 76 per cent of those polled said they had bought something after receiving a direct mail piece.

This result compared to 67 per cent for TV adverts, 58 per cent for email and 17 per cent for telephone marketing.

Even among the younger demographic of 25- to 34-year-olds, which are more aligned to electronic communications, 75 per cent had made purchases because of receiving direct mail. This figure did drop to 62 per cent for 18- to 24-year-olds, but direct mail was still the best-performing channel.

DMA chief of membership and brand Robert Keitch states direct mail has long been the most effective of all direct marketing channels, which explains why the medium still accounts for 25 per cent of all direct marketing spend.

Most interestingly, the survey revealed high response rates among consumers of all ages. Despite the growth of digital marketing the results show that consumers will be just as likely, if not more likely, to respond to direct mail.

As featured on printweek.com.

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