Direct mail boosted by DMA Study

16th August, 2013

According to a recent study by the DMA (Direct Marketing Association), direct mail is still a viable marketing tool.

The report states that 79% of consumers react to a direct mail piece immediately. Of the remainder of people surveyed, almost half said they kept printed pieces that they received and 57% thought that printed matter was the most trustworthy of all media channels. This would indicate strongly that print is still an influential medium in the world of marketing.

The report entitled "From letterbox to inbox" was a study tracking the attitudes of 1232 UK adults and was carried out in partnership with fast.MAP and HP.

Director of Communications and Insight for DMA, Rachel Aldighieri explained that people valued printed material as part of a direct mail campaign and that it offered something that was lacking in other communications. It also added to the overall brand experience.

Interestingly, there was a tendency for recipients of direct mail to go on to visit a brand's website in favour of email response.

Whereas the internet plays an enormous part in people's lives and they could easily conduct all their business online, in reality they don't.

It would appear that print communication still plays an important part in brand marketing and will continue to do so for the foreseeable future.