It is possible for businesses’ search engine optimisation (SEO) to benefit from employing direct mail services, according to a new study.

The results of Royal Mail’s research shows that 58 per cent of people would be more likely to click on a link if they had received direct mail from that organisation in the past.

It was found that the building of brand familiarity assisted by the use of direct mail as a marketing strategy would influence internet browsers when typing in search terms.

Antony Miller, head of media development at Royal Mail, said that the example of direct mail helping with SEO was an example of ‘value for money marketing’.

He said: “Consumers clearly believe that mail plays a crucial role in their purchasing decisions. This is a key insight in the current financial climate, when every pound spent on marketing has to work harder for return on investment.”

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Related Topics: Direct Mail