November 21, 2011

Integrating direct mail can increase payback by 20%

According to a new study – Meta Analysis of Direct Mail – combining direct mail with other direct marketing activities increases campaign payback by up to 20%. The UK research, carried out by Brand Science for Royal Mail, also revealed that online and outdoor marketing channels achieved highest uplifts in success when integrated with direct mail. The study analysed the performance of campaigns from 260 companies, measuring return on investment of activities with and without direct mail.

•Adding direct mail to a campaign increased return on investment from an average of £2.81 to £3.40
•When combined with outdoor there was a 44% uplift, whilst using online components paid back 62% more when direct mail was included in the overall marketing mix.

Commenting on the findings, Anthony 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.”

This study proves, once again, that used correctly direct mail marketing campaigns can be very engaging, whilst offering a good return on investment. Direct mail can also be used as a complementary medium to digital marketing by extending its reach to both existing and new customers.


romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

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