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Direct mail 'proves effective'
Jul 18 2007, 16:08 PM
New research has suggested that the direct mail industry is on to a winner, as figures reveal it is one of the most successful ways to get a message across to consumers.
According to a new Harte-Hanks survey, carried out by CSO Insights, direct mail offered marketers one of the best returns on investment during 2006, demonstrating its potential.
However, to ensure that returns on investment from a direct mail campaign are at their highest, marketers need to ensure that they are maintaining a high standard of data quality.
Not only will a high level of data quality reduce the loss caused by packages not reaching their destination, it will also prevent companies from alienating potential customers by sending them information that was not meant for them. Improving data quality and suppressing those who can’t or won’t respond will lead to increased response rates.
However, the Harte-Hanks research concluded that data quality is still holding many direct marketers back, suggesting that a higher level of data quality across the industry might allow firms to deliver even greater returns on investment over the course of 2007.
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