Direct mail is best suited to reinforce messages about price, trust, and relationships with customers. It adds intimacy to a brand's communications plan, making customers feel more connected than they would through impersonal push media alone. Advertising mail remains the most effective push channel for activating purchases. When direct mail is added to email campaigns, it drives more website visits, purchases, and coupon redemptions compared to email only campaigns. Campaigns that include direct mail are more effective overall according to research.

10. Direct Mail is best suited to reinforce Price, Trust Relation
and Product messages
10
Q4.3. : Could you tell us if you are agree with the following affirmations (by media)
Q3.5a : How important were the following criteria when choosing your brand for your last purchase?
Channel relevance by purchase criteria
PRICE (79%)
TRUST (78%)
RELATION (65%)
PRODUCT (65%)ACCESS (49%)
INNOVATION (33%)
STATUS (23%)
Mass
email
Direct Mail
(%) : Criteria importance for purchase
5%
10%
25%
*Mass: TV, Mags & Newspapers, OOH, radio, Internet banners

11. Direct mail adds brand intimacy in your plan, as
strong as a human contact in store …
11
… makes me feel connected with the brand
Q4.3. : Could you tell us if you are agree with the following affirmations (by media)
PUSH MEDIA*
8%
DIRECT MAIL
24%
X3
CONTACT IN STORE
26%
=
*Push: TV, Mags & Newspapers, OOH, radio, Internet banners, email

12. Advertising mail remains the most effective push
channel to activate purchase
12
Q4.3. : Could you tell us if you are agree with the following affirmations (by media)
… encourages to buy
12%
11%
8%
8%
7%
6%
6%
5%
3%
17%
16%
13%
10%
9%
5%
5%
Direct mail
Door-to-door
Ad on television
Press articles
Ad in a magazine or newspaper
E-mail advertising
Ad on a poster / billboard
Ad on the radio
Banner / ad on the internet
Word-of-mouth
Contact in store
Website of a brand
A fair
Review website
Social media
Forum or blog

13. The letterbox medium is particularly well
accepted
13
Q4.3. : Could you tell us if you are agree with the following affirmations (by media)
39%
35%
27%
23%
… this media irritates me
E-MAIL MASS MEDIA D-2-D DM

14. E-mail : waste and irritation are rising
£6,3 bn
Uk digital
advertising
2013
70%
Say ‘ i receive
too many
emails’
51%
of emails are
deleted within 2
seconds

15. Mail and e-mail are complementary
Mail
Grabs
attention
considered
and
informative
Makes
recipient feel
valuated
Gives a
better
impression
E-Mail
Quick Informal
Easy to
respond to
Good for
follow-up

16. add mail to the e-mail and a new group of customers
starts to take action
13 %
More consumers
visit the website
21 %
More
consumers
make a
purchase
35 %
More
consumers
redeemed
coupons

17. Campaigns including mail are more effective ( research by
Peter Field via IPA database)

18. Supercharge your digital campaign with direct mail

19. Supercharge your digital campaign with direct mail

20. What if Marx would have been a marketer of the 21th century..