Direct mail enhances search engine marketing response for advertisers, according to study findings released by Britain’s Royal Mail.
It concluded that mail helps create brand familiarity, as 58% of consumers in the United Kingdom are more likely to click on a link if they’ve already received information from a company or organization through the mail.
About 70% of consumers said they used an Internet address provided in direct mail when searching online, and two-thirds of consumers in the U.K. said they relied on direct mail to find out more information—before purchasing products or services online.
Half of the consumers that Royal Mail surveyed said they’d be interested in receiving additional direct mail information about a product or service that they came across online.
Twenty-nine percent of those surveyed said direct mail reminded them about a company when they were thinking about making an online purchase.
Overall, 33% of consumers in the U.K. indicated they felt more engaged by direct mail than search engine marketing.
Royal Mail also found 49% of U.K consumers feel that direct mail brochures and catalogs make brands advertised on television seem “more real.” However, only 19% of those surveyed said they felt more captivated by direct mail than TV ads.
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