Each direct marketing campaign depends on a series of factors for its success. Careful planning is vital to ensuring that response rates are high and sales conversions numerous to effectively improve return on investment (ROI). Among such factors are the season, even the time of the week when the direct mail piece arrives, how relevant its message is felt to be by the consumer at that time and how strong the actual offering really is.
To this day, however, statistics regarding conversion to sale motivators in direct mail are still hard to source, so CDMS decided to commission a survey to find out which factors made British consumers more likely to make a purchase as a result of direct mail. The findings are extremely clear: the ability to respond to the campaign online was rated the most important factor of all, making consumers 20% more likely than average to respond and purchase. Timing of the campaign to reach the recipient when in purchase consideration mode (17% more likely) came in second with personalisation of the campaign rated as 14% more likely than average. …click here to read more