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BizReport : Ecommerce archives : August 02, 2011

Research: Direct mail effective driver of website traffic

Did you know that one of the most effective ways of driving traffic to your website isn't necessarily via a digital inbox but the physical one at the end of a driveway? New research in the UK from loyalty and database marketing firm GI Insight reveals all.

by Helen Leggatt

GI insight logo.jpgDirect mail continues to play a valuable marketing role, even in a digital age. GI Insight's UK-based research found that almost half (47%) of consumers had been prompted to visit a company's website because of something they had received in the mail.

Interestingly, that figure rises to 53% among 18-24 year olds and men were more likely to visit a website as a result of receiving a piece of direct mail than women (49% vs. 44%).

"These findings clearly demonstrate that direct mail is still an extremely powerful tool, even in the digital age, and plays a pivotal role in any business' efforts to contact consumers - despite increasing use of email and regardless of the channel that consumers choose to actually purchase through," said Andy Wood, managing director of GI Insight.

Furthermore, over half (52%) of promotions and coupons redeemed were those received through the mail with direct mail pieces retained to remind them to visit a website or store in the future.

"Evidently, one of the real drivers of many purchases is the reminder - whether it is a piece of post set aside, or an email sent to reinforce a mailer," said Wood. "To ensure that these reminders are pertinent and part of an organic strategy, all dialogue with the customer must be informed by data and analysis."

Tags: customer acquisition, direct mail, ecommerce, email, research, UK, website traffic

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