Direct mail’s ability to drive traffic online has been given a boost after a study revealed that nearly half – 47% – of UK consumers said that they are prompted to check out a website by something they have received in the post.
The research, by GI Insight, shows just over a third (34%) of respondents said that most of the direct marketing they receive, notice and take action on comes through the post, and 33% said they are more responsive to email-only communications. This left another third who were not driven solely by marketing activity across a single channel, but were more likely to take action if they received a combination of post and email communications.
The continuing importance of direct mail in a multichannel era was also highlighted by the finding that more than half of UK consumers (52%) declared that they receive most of the promotions and special offers they redeem in-store or online though the post. And 43% of respondents also said that direct mail items they keep around at home act as reminders to visit the sender’s website or shop when they have the time to do so.
GI Insight managing director Andy Wood said: “These findings clearly demonstrate that direct mail is still an extremely powerful tool, even in the digital age, and plays a pivotal role in any business’ efforts to contact consumers – despite increasing use of email and regardless of the channel that consumers choose to actually purchase through.”
Additional findings of report include:
• 53% of digitally savvy 18 to 24-year-olds said they most often go to check out a website because of something they have received in the post – while fewer than half of all other consumers do so
• Over a third of consumers – 35% – said that if they receive a notice through the post that is backed by a subsequent email, they are more likely to take action
• Men are more likely than women to take action because they have received an email reminder as a follow-up to an item of direct mail they were sent – 37% versus 32%
• Close to a third of consumers – 34% – said they regularly receive at least two catalogues containing products they buy, whether in-store or online, with a higher proportion of men getting them than women
• Women are more likely than men to visit a website because of something that they have received through the post – 49% compared to 44%.
Wood commented: “The report highlights that the UK customer journey from marketing communication to in-store or website purchase is anything but linear. There may be a number of messages that influence the consumer’s behaviour. Evidently, one of the real drivers of many purchases is the reminder – whether it is a piece of post set aside, or an email sent to reinforce a mailer. To ensure that these reminders are pertinent and part of an organic strategy, all dialogue with the customer must be informed by data and analysis.”
He added: “Only by embracing full customer insight and responding aptly to customer behaviour with relevant messages and offers can companies communicate more effectively and personally with individual consumers. By using data and analysis to better understand how customers are making their purchasing decisions, firms can find the most engaging mix of channels for each customer and gain a decisive edge on competitors.”
