Direct Mail is “not just junk”

Direct Mail “not just junk”, Say Marketing Experts

Direct mail must be targeted to offer a good return — that’s the message from marketing experts, following research from Royal Mail which found that including direct mail in a marketing campaign can boost its return on investment (RoI) by 20 per cent. The Royal Mail survey of 260 firms compared the RoI for marketing strategies that included direct mail and those that did not. On average, adding direct mail increased the RoI from £2.81 to £3.40. Steve Dyer, a member of the Direct Marketing Association committee, said that there is a misconception that direct mail marketing means junk mail. “People talk about junk direct mail, but the even lower cost of entry for email marketing has resulted in just as much junk.” Dyer added that a direct mail marketing campaign needs... »