ExactTarget’s 2009 Channel Preference Study examined consumers’ use of different marketing platforms in the US, and found that 76 per cent of those polled said they had bought something after receiving direct mail.
This 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 25-34 year-olds, which are more aligned to electronic communications, 75 per cent had made purchases because of receiving direct mail. However, this figure dropped to 62 per cent for 18-24 year-olds (though print was still the best-performing channel).
Direct Marketing Association (DMA) chief of membership and brand Robert Keitch said: “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 Channel Preference Survey shows high response rates among consumers of all ages. While digital marketing will undoubtedly continue to grow over the coming years, I think the data shows that tomorrow’s consumers will be just as likely to respond to direct mail as they are today.”
Read the original article at www.printweek.com.
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