Direct mail improves performance of other mediums

Research released by Royal Mail has revealed that direct mail is the only advertising channel to show an increase in response rates so far in 2009.

The research, conducted by OMG, shows direct mail's ability to improve the performance of other marketing activities, with digital campaigns seeing a 62 per cent increase in return-on-investment (ROI) when combined with direct mail.

OMG's Brandscience study analysed 174 UK campaigns to give a picture of the effectiveness of different media channels.

Brandscience shows that direct mail is the only advertising channel to see consistent growth in its effectiveness over the past four years - up 80 per cent based on a response performance index - and also the only one to show an increase in response rates in 2009.

The study also revealed that using direct mail alongside television, press, outdoor and online advertising campaigns, increases ROI when compared with single-media activities.

Brandscience is the latest stage of Royal Mail's drive to highlight the benefits of using direct mail in campaigns.

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