Conclusion
Evaluating the research regarding direct mail and its relationship with online marketing, it is clear to see that the former can have a strong effect on the latter. The facts and figures detailed in this paper make a strong case to implement direct mail into future marketing campaigns, preferably as the third point of exposure to the brand. Not only does direct mail have an impact on brand awareness, the research findings suggest that it can have a strong positive impact on revenue. In this document we have discussed research which found that: • Consumers regard direct mail as trustworthy and authoritative. • Direct mail is an effective way of engaging with your target audience. • It is effective at driving recipients online and connecting with a business. • Once users are driven online, they spend more meaningful time on the website. • Campaigns which include mail deliver top- ranking acquisition levels. • Mail can often work most effectively when used in conjunction with other platforms such as television or radio. • Direct mail doesn’t just boost brand awareness, it increases revenues. • Both B2B and B2C brands can utilise direct mail into its marketing campaigns. In summary, more brands are turning to direct mail in order to utilise the full potential of the other elements of their marketing campaign, using mail to provide a link between their communications channels.
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