A new survey reveals that the true worth of direct mail inserts is lost on a growing number of marketers.
According to a report commissioned by the Direct Marketing Association’s (DMA) Inserts Council, marketers are increasingly oblivious to the fact that inserts can generate significant levels of online response and improve their overall campaign strategy.
More than half (52 per cent) of responses to inserts resulted in online visits to a company’s website, while some inserts achieved online response rates as high as 70 per cent.
CJ, chair of the DMA Inserts Council and deputy managing director of All Response Media, stressed that marketers would do well to take better notice of the positive impact inserts can have on their marketing strategies.
“This research proves that offline media is capable of driving a significant online response,” he said.
“By neglecting to measure the online response of an inserts campaign, marketers are underestimating the campaign’s success.”
Meanwhile, marketing expert Michelle Nicholson recently explained in Cebus that direct mail can be a useful tool to help businesses keep in touch with their clients.