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InfoTrends Survey: Direct Mail Still Plays an Integral Role in the Media Mix

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Does the customization or personalization of a direct mail piece make you more likely to open/read it?

Figure 2: Does the customization or personalization of a direct mail piece make you more likely to open/read it?

A new study was completed this year by the market research and strategic consulting firm InfoTrends, entitled Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth.

More than 1,800 consumers in the U.S. and Western Europe participated in the study and in-depth interviews were conducted with over 50 direct marketers.

Here are some of the of the key findings relating specifically to Direct Mail and its role in the marketing mix:
Direct mail cuts through Clutter – 86% of direct mail is read for a minute or more
Direct Mail is the Cornerstone of a Multi-Touch Campaign – 33% of consumers are more likely to read direct mail more than email.
Personalization Makes a Difference – 84% reported that personalization made them more likely to open a direct mail piece

Click here to read the full summary relating to Direct Mail

More information on InfoTrends can be found at their website: www.infotrends.com

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