2. Direct mail drives people online
OFFLINE DRIVING CONSUMERS ONLINE
As a direct result of receiving mail
86% connected with business
43% download something
92% driven to online or digital activity
87% influenced to make online purchases
54% engaged with social media
Moving people’s experience from offline to online may seem challenging. Getting people to take action on a website may seem even more daunting. However, in a recent study analysing the relationship between direct and online mail 8 , the statistics shown above were found. The benefits of an integrated marketing campaign are clear. With over 90% of users taking action online as a result of direct mail, brands clearly have an opportunity to attract new business and provide further information to potential customers about the services on their website.
A study by Deliver Magazine, also discovered that customers who received direct mail (a printed catalogue) were more likely to convert and purchased an average of 28% more than individuals who did not receive any direct mail 9 .
8 Royal Mail (2015). Private Life of Mail. England: Royal Mail. 35. 9 ComScore/United States Postal Service Catalogue Study Update: Key Insights from 2007
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