Commentary

Email Delivering Qualified Leads

According to Liveclicker/The RelevanceGroup study of 350 US marketers, of whom 93% reported using print direct marketing, rating the effectiveness of various channels in terms of delivering revenue and results for their business, mail is tangible, targeted, scalable and trustworthy. Direct mail is delivering better qualified leads and, in turn, more sales. One thing’s for sure, says the report, everybody checks their mailboxes!

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Foreword from Gunderson Direct says that direct mail is back and driving more response than ever. Improvements in targeting, printing, attribution analytics and multi-channel experiences have propelled direct mail to a top-performing channel for marketers.

Direct mail response rates lead all direct media, says the report, eclipsing digital media channels for both house and prospect lists. Study results from the Data & Marketing Association (DMA) also reveal that oversized envelopes enjoy the highest response rates for both B2B and B2C advertisers, while producing the highest ROI among mail types.

Trust is a key component for advertising response, says the report, and survey data confirms that a strong majority of consumers trust direct mail when they want to make a purchasing decision. While trust peaks at 83% of the oldest generation, a healthy majority of both Millennials and Gen Xersalso trust direct mail when making buying decisions.

Published on MarketingCharts.com in March 2018 | Data Source: MarketingSherpa (2017.) Based on a survey of 1,196 US adults (18+)

Age Group

Trust

Don’t Trust Much

Millennials

70%

30%

GenX

77

23

Boomers

80

20

SilentGEN

83

17

Data cited up to now in this report makes a strong case for consumer attention and response to direct mail, says the report. And, marketers are largely in agreement says study data from Liveclicker and The Relevancy Group, finding that of the 93% using direct mail, close to 8 in 10 deemed it effective in delivering revenue and results for their business.

Published on MarketingCharts.com in March 2018 | Data Source: Liveclicker/ The RelevancyGroup (2018.)

 

 

 

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