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NEWS IN BRIEF: Online option boosts direct marketing success

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5th Mar 2009
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The most important factor dictating the success of a direct marketing campaign is providing consumers with the option to respond online, according to new research.

Direct marketing firm CDMS surveyed 2,000 British consumers asking what would make them most likely to open and respond to a piece of direct mail, and then make a subsequent purchase.

Being able to respond online was 20% more effective than average to a response and purchase, according to the findings.

Elsewhere, timing the campaign to reach the consumer while he/she is in considering purchase meant there was also a 17% more likely than average positive outcome. Personalisation, meanwhile, also proved similarly beneficial.

However, a telephone response meant that consumers were 16% less likely to respond and purhcase.

Richard Higginbotham, head of marketing for CDMS, believes that direct marketing has now "crossed a boundary" whereby the ability to respond online is a clear differentiator. "The ability to respond online is now the clear priority among UK consumers," he said.

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