Combining direct mail with other marketing activities increases campaign payback by up to 20 per cent, according to a study, which claims to prove the value of a multi-channel approach.
The research, Meta Analysis of Direct Mail, analysed the performance of campaigns from 260 companies, measuring return on investment of activities with and without direct mail.
It showed that adding direct mail to a campaign increased return on investment from an average of £2.81 to £3.40.
Carried out for Royal Mail by Brand Science, it also revealed that online and outdoor marketing channels achieved the highest uplifts in success when integrated with direct mail.
Outdoor was 44 per cent more successful, while online components of campaigns paid back 62 per cent more when direct mail was included in the marketing mix.
Antony Miller, head of media development at Royal Mail, said: “This study shows the growing importance of integrated campaigns and the effective role direct mail plays alongside other marketing activities.
“Finding the right balance of channels to reach increasingly fragmented audiences will be the key to successful marketing strategies in 2011. Mail is the preferred direct marketing channel for consumers and its tangible nature means messaging can be placed directly in prospects hands.”
He added: “Direct mail is an essential mechanism in the marketing mix for converting desire and intention into action.”
