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Survey: Direct marketing most effective in stimulating sales

Rachel Wheeler Archive
Direct marketing remains one of the best ways of generating sales, with the majority of recipients making a purchase, new figures suggest.

According to ExactTarget's 2009 Channel Preference Study, three-quarters of people who received direct mail advertising from a business with their address data went on to make a purchase, while the success rate for television is nearly ten per cent lower.

Print media channels such as direct mail also performed strongly among younger people included in the survey, despite digital media generally being more popular the younger the respondent.

Robert Keitch, chief of membership and brand at the Direct Marketing Association, told the website: "Direct mail has long been the most effective of all direct marketing channels, which explains why the medium still accounts for 25 per cent of all direct marketing spend."

He added that consumers will remain as likely to respond to direct mail promotions as they emails in the future, regardless of how electronic strategies evolve.

In related news, PMDG Marketing Communications is launching a direct mailing campaign to encourage more Mexicans to cross the border to shop in Texas, according to Business Wire.