Thursday, 10 February 2011

Outdoor marketing channels achieved the highest uplifts in success when integrated with direct mail : Meta Analysis of Direct Mail

Combining direct mail with other marketing activities increases campaign payback by up to 20 per cent, new research has shown.
The study – Meta Analysis of Direct Mail – analysed the performance of campaigns from 260 companies, measuring return on investment of activities with and without direct mail. It showed that adding direct mail to a campaign increased return on investment from an average of £2.81 to £3.40.
The study, by Brand Science, also revealed that online and outdoor marketing channels achieved the highest uplifts in success when integrated with direct mail. Outdoor was 44 per cent more successful, while online components of campaigns paid back 62 per cent more when direct mail was included in the marketing mix.
Integrated campaigns
Antony Miller, Head of Media Development at Royal Mail, said: “The Brand Science study shows the growing importance of integrated campaigns and the effective role direct mail plays alongside other marketing activities.
“Finding the right balance of channels to reach increasingly fragmented audiences will be the key to successful marketing strategies in 2011. Mail is the preferred direct marketing channel for consumers and its tangible nature means messaging can be placed directly in prospects hands.”
He added: “Direct mail is an essential mechanism in the marketing mix for converting desire and intention into action.”
Meta Analysis of Direct Mail is the latest research from Royal Mail, available at, to highlight the benefits of using direct mail in integrated communications campaigns.
It follows the launch in January 2011 of Royal Mail’s ground breaking white paper in conjunction with marketing communications expert, Martin Hayward. Marketing Communications Towards 2020: Looking for mean in the land of plenty outlines how integrated campaigns will develop over the coming decade.

Crownhill Plymouth 22 July 2008
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