Direct mail offers better ROI than email, expert suggests

Direct mail is still relevant in marketing because it is able to offer a better return on investment (ROI) than other forms of communication, it has been suggested.

Writing for Target Marketing Magazine, direct marketing consultant Denny Hatch claimed that direct mail has been saved by the increasing amount of "spam, scams and phishing" that occurs in email marketing.

The expert highlighted the fact that a large number of consumers are still in favour of less intrusive mailpieces.

Mr Hatch cited a 2009 Channel Preference Study, conducted by ExactTarget, which found that approximately three quarters of 18 to 34-year-olds had purchased an item as a direct result of direct mail, as proof of its effectiveness.

"They know their direct marketing arithmetic and they have discovered that it is more cost-effective in terms of ROI to spend $600 million for junk mail than go bottom-fishing virtually for free via e-mail marketing," he noted.

Commentators have suggested that the most important part of any direct mail campaign is the mailing list.

Posted by Paul Newton