Direct Marketing
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Consumer trends data from 2008 to 2012 shows that most consumers enjoy receiving direct mail and find it useful for learning about new products and services. Over time, from 70% to 78% of consumers said they enjoy receiving direct mail, showing a generally steady increase. Similarly, the percentage of consumers who said direct mail is useful for finding out about new offerings remained high and steady over the years from 65% to 70%. Direct mail continues to provide a strong return on investment, with one campaign example showing a quantity of 1,220 pieces mailed resulting in 4,980 returned for a 656% return on the 659 spend.
Direct Marketing
- 1. YOU
- 2. Consumer Trends Enjoy Receiving Put Time Aside 0% 10% 20% 30% 40% 50% 60% 70% 80% 78% 76% 76% 74% 74% Wave 17 (2012) 66% 72% 72% 72% 70% Wave 15 64% 68% 67% 66% 64% Wave 12 45% 62% Wave 7 Wave 10 Wave 13 Wave 15 Wave 17 Wave 9 (2009) 44% (2008) (2012) Relevance of Direct Mail 70% DM is useful to find out about products/services 68% 65% 65% 67% 66% 65% 60% 64% 64% 59% 58% 62% 55% 60% 58% 50% 49% 56% 55% 45% 54% 52% 40% 50% Wave 9 (2009) Wave 12 Wave 15 Wave 17 (2012) Wave 9 (2009) Wave 12 Wave 15 Wave 17 (2012) Source: Business Waves, Am叩rach Research 2008-2012
- 6. 656% Return on Quantity 1,220 Spend 659 investment Return 4,980