Direct Mail - Still A Winner
4 February 2003 at 12:02 pm
A recent study has found that direct mail is successfully holding off the challenge posed by the Internet as Australia’s preferred marketing media.
Australia Post sponsored an independent study (conducted by ResponseAbility) on attitudes to different marketing media, with the results showing that direct mail is one of the hardest working and best-received mediums available to marketers today.
Take ‘marketers’ to translate to ‘fundraisers’.
While not directly aimed at fundraisers the report’s findings offer some interesting insights for charities using Direct Mail campaigns and many other mediums such as TV, radio and the Internet.
According to the ResponseAbility CEO, Dr John Chambers, this is one of the most comprehensive examinations of marketing media ever conducted in Australia.
Dr. Chambers says the survey is based on interviews with 213 business receivers of marketing media, 187 business senders and 100 personal assistants/receptionists, as well as 1,100 consumers.
He says Direct Mail faired particularly well in the research, especially where a relationship exists between the advertiser (fundraiser) and the consumer (potential donor).
Key findings included:
Direct mail, which is solicited and personalised, is the media consumers most enjoy (74%);
75% of direct mail received by consumers is opened and read;
61% of consumers say that they purchase as a result of receiving solicited personalised mail;
Direct mail catalogues are rated well with ‘Business Senders’, ‘Receivers’ and ‘Gatekeepers’, with approximately 75% of each of the three groups favouring direct mail catalogues ahead of catalogues received via the Internet.
Gary Lee, Group Manager, Letters Group at Australia Post says the report should be a wake-up call for any marketing manager who doesn’t have direct mail in their media mix.
Lee says consumers realise that direct mail is now more targeted and relevant than ever before – and it can really assist them with their purchasing decisions.
If you would like an electronic copy of the complete report (3mg) or the smaller Executive Summary just send us an email to probono@probonoaustralia.com.au.
