Direct mail has the biggest influence on purchasing decisions, a new report by ExactTarget has found.

The company’s 2009 Channel Preference Study revealed that three-quarters of respondents said they have bought something as a result of receiving a direct mail piece, reports Print Week.

This is compared with two-thirds (67 per cent) of respondents who said they bought something after watching TV adverts, 58 per cent after receiving an email and 17 per cent after being approached via telephone marketing.

Robert Keith, chief of membership and brand at the Direct Mail Association, said offline marketing has long been the most effective of all marketing channels, which is why the medium accounts for 25 per cent of all direct marketing expenditure.

“While digital marketing will undoubtedly continue to grow over the coming years, I think the data shows tomorrow’s consumers will be just as likely to respond to direct mail as they are today,” he said.

Writing for Black Star Rising, Wayne Ford, group design director of Haymarket Business Media, recently urged marketers to take full advantage of the benefits presented by direct mail.

Posted by Julie Knight, Managing Director – General Marketing, Industry News

Related Topics: Direct Mail