Friday, November 6, 2009
Don’t bury direct mail yet!
According to
a study on channel preference performed by ExactTarget and published on printweek.com Direct Mail is still #1 in regards to influencing purchasing decisions.
It was found that of the 1,500 internet users polled, some 76% of them said they purchased something after receiving a direct mail piece.
This compares to only 67% from TV advertising, 58% for email & 17% for telemarketing.
The study goes on to say that direct mail also influenced 75% of the “younger” population (ages 25-34) to make purchases. This is the demographic that some marketers believe would only make purchases based on influences from electronic media.
The bottom line is that direct mail still provides the best ROI for organizations. Thank goodness I don’t have to utilize that plan B career option yet.
Labels: direct mail, ROI
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