Online response route key to personalised direct mail success - report

24 February 2009

Digital

The ability to respond to direct mail campaigns online, along with accurate highly personalised marketing, are the most important factors in encouraging people to respond to direct mail, according to research commissioned by CDMS.

Runcorn-based direct marketing company CDMS gathered results from 2,000 British consumers based on criteria that would encourage them to open, respond and make a purchase, off the back of a direct mail campaign.

Being able to respond to marketing collateral online proved to be the most important factor when making the decision to react and possibly purchase a product, with people 20% more likely to comply.

Telephone-based systems fared significantly less favourably with interviewees 17% less likely than average to respond.

In contrast, the level of personalisation in direct mail rated highly, with respondents 14% more likely than average to respond and purchase.

The company cited digital print driven by using variable data to accurately and relevantly target individuals, combined with personalised URLs, as reasons behind the effectiveness of direct mail.

Additionally, consumers were 17% more likely than average to respond if the campaign was time-sensitive or triggered by a particular event.

Richard Higginbotham, head of marketing at CDMS, said: "We're all busy people and it's clear that the ability to respond online quickly and conveniently is a priority."

He added: "Truly effective data quality, channel integration, personalisation, timing and online response can only be achieved when all these elements work together; if done well, it will provide further insight and learning for the marketer which only leads to more satisfied customers."