Combining direct mail with search tactics 'can improve campa

[TrueBlueTerrier]

Combining direct mail with search tactics 'can improve campaigns'

http://www.businessstrata.com/Win/News- ... mpaigns%27

Using direct mail in conjunction with search marketing tactics can make campaigns more successful, according to new research.

The study by Royal Mail found that 58 per cent of consumers are more likely to click on a link while on the web if they are familiar with the company concerned after receiving communications from them through the post.

It was also revealed 49 per cent of people believe that catalogues or brochures sent in the mail make companies that advertise on the TV "more real".

Around 83 per cent of respondents also stated they open all post sent to them.

Royal Mail's head of media development, Antony Miller, said: "Consumers clearly believe that mail plays a crucial role in their purchasing decisions.

"This is a key insight in the current financial climate, when every pound spent on marketing has to work harder for return on investment."

According to the Irish Independent, a recent study by Amarach for An Post found that 70 per cent of people have a preference for companies to contact them through direct mail.