Traditional offline direct mail is more likely to encourage lead conversion rates, a new survey has found.

A poll commissioned by Pitney Bowes revealed that more than half (60 per cent) of respondents believe offline marketing, in the form of direct mail and direct response ads, is more likely to make them visit an unfamiliar company’s website.

The survey found that direct marketing drives more traffic to websites than even online marketing platforms.

Less than a quarter (24 per cent) of respondents said they would be encouraged to visit a firm’s website by digital messages, email, sponsored links or social networking website ads.

“These figures demonstrate how critically important it is for businesses to find the right marketing mix,” said Gareth Stoten, general manager of Pitney Bowes UK and Ireland.

“A digital presence on its own does not provide a strong enough impetus for brands seeking to make a connection with prospects.”

The Retail Bulletin recently reported that direct mail client acquisition is one of the best ways to solicit new business leads.
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