Recipients place more value on direct mail communications that are personalised, a new study suggests.

A survey conducted by Forrester Consulting on behalf of InfoPrint Solutions found that three-quarters (74 per cent) of respondents believe personalised and relevant messages could be useful when featured on offline material.

The survey also found that more than half (60 per cent) of those questioned said they read offline communications even if they use the internet on a regular basis.

Allen Thrasher, marketing principal at InfoPrint Solutions, said the study’s findings illustrate the need for marketers to pay greater attention to their campaign strategies.

“Bringing relevant, personalised promotions onto these highly-valued documents can [have] a positive impact on the brand, retention and loyalty as well as on return on investment,” he said.

Ray Jones, head of communications and external affairs at the Chartered Institute of Marketing, recently urged marketers to use their direct mail campaigns to promote strong brand messages.

Julie Knight, Managing Director – General Marketing, Industry News

Related Topics: Direct Mail