More than a third of companies use offline direct mail for generating leads, a new survey reveals.

Research from E-consultancy and Clash-Media shows that 38 per cent of firms use direct mail for lead generation purposes.

This figure is down from 50 per cent of companies who used direct mail for lead generation in 2008.

The survey, which questioned more than 2,000 people, found that the number of businesses using newspapers and magazines to generate leads has gone down to 54 per cent from 65 per cent in 2008.

Meanwhile, two-thirds of respondents say their use of online lead generation has increased within the last year.

Linus Gregoriadis, research director at E-consultancy, said: “Despite online marketing becoming more competitive, many companies find digital channels to be much more cost-effective for lead generation than traditional media.”

According to marketing expert Alan Sharpe, measuring qualified lead rates plays an important role in the success of B2B direct mail sales lead generation.

Writing in PostcardSmart, he also advised marketers to focus on appointment and close rates as part of their marketing strategy.

Related Topics: Direct Mail