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Survey: Direct marketing can still boost sales

Rachel Wheeler Archive
Direct mailing remains a potent force in boosting sales, with consumers more likely to make a purchase if they receive a catalog in the mail, new figures suggest.

Research carried out by comScore for the United States Postal Service® found 77 per cent of US consumers check all their mail as soon as they receive it, while 98 per cent check it all at some point during the day, reports Information Week.

In addition, research from Vovici EFM found that nearly all surveyed businesses experienced a rise in sales when they used address data to send out their catalogs in the mail, with internet sales increases routinely falling between 20 per cent and 50 per cent.

The indication is that many consumers respond to direct mail deliveries by using the print catalogs to decide what they want, before going online to make the actual purchase.

Robert Keitch, chief of membership and brand at the Direct Marketing Association, recently told Print Week that a quarter of all direct marketing expenditure is still channeled towards direct mailing strategies.