Offline direct mail should complement email marketing campaigns, a new study suggests.

A report by e-Dialog found that more than half (57 per cent) of respondents are willing to give out their email address when they place an order through a catalogue, which suggests that offline and online direct marketing efforts should be more coordinated.

Just 16 per cent of those questioned said a company has asked them for their details when ordering through online and offline platforms, while 43 per cent of respondents said they would be eager to supply their email addresses when replying to a direct mail marketing offer.

Simone Barratt, managing director of e-Dialogue UK, stressed that marketers should take full advantage of the “huge opportunity” available to them and attempt to increase the size of their email databases.

Henry Hyder-Smith, managing director of Adestra, recently advised marketers to integrate the “different databases and touch points” across their companies.

Related Topics: Direct Mail