DM leads on response rates, study says

Direct mail is the only advertising channel to see an increase in response rate this year, according to a study.

Direct Mail
Direct Mail

Response rates for DM campaigns increased 80% year on year, the only channel to see any increase, according to Omnicom Media Group’s BrandScience study for Royal Mail.

The media group analysed 174 UK campaigns for effectiveness based on a “response performance index”.

The study also found the discipline bolsters return on investment from digital activity. Combined digital and DM activity saw an increase in return of 62%, the survey says.

BrandScience marks the latest stage of Royal Mail’s push to drive use of DM in campaigns. Earlier this year, the postal service launched its Mail Media Centre website, which offers marketers insight and information on marketing.

Antony Miller, head of media development at Royal Mail, says the study shows the “growing importance” of DM in the current economic climate “where marketers need to justify every pound spent on campaigns more vigorously than ever”.

Thousands of postal workers are set to strike this Friday (July 17) because of a dispute over jobs, pay and services.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


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