Research by GI Insight, as reported by The Drum, claims that almost half of UK consumers (47%) are ‘more often than not’ driven to a website by a piece of direct mail, demonstrating how marketers can mix traditional platforms with modern ones.
Other findings include:
- 33% said that they were more likely to respond to email-only communications.
- 52% redeemed in-store or online vouchers they had received through the post.
- 43% said that they kept direct mail at home, to remind them to visit the sender’s website.
More information is available from the source link.
Source: The Drum — Research: Under half of UK consumers visit websites as a result of promotional DM