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.
