Direct mail campaigns can lead to an increase in the number of consumers making online purchases, according to new research.
Research from comScore suggests that recipetents of direct mail are almost twice as likely to buy goods online than those who receive emails.
The Mulitchannel Direct Mail Study revealed that sending out catalogues to potential customers increases the likelihood of online purchases by new customers.
Some 60 per cent of online shoppers told the researchers that they “enjoy” receiving catalogues and brochures through the post, reports DM News.
“The research shows the value of direct mail and the important role it can play in educating potential customers and influencing their spending habits,” said Joanne Veto, senior public relations specialist at the US Postal Service, told the news provider.
A recent study by CDMS revealed that using different colours on pieces of direct marketing can improve efficacy.