Direct mail has been found to be the most influential channel on purchasing decisions, according to a recent study.
ExactTarget’s 2009 Channel Preference Study examined consumers’ use of different marketing platforms in the US and found that 76% of those polled said they had bought something after receiving a direct mail piece.
This compared to 67% for TV adverts, 58% for email and 17% for telephone marketing.
Even among the younger demographic of 25- to 34-year-olds, which are more aligned to electronic communications, 75% had made purchases because of receiving direct mail – this dropped to 62% for 18- to 24-year-olds (but print was still the best-performing channel).
