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Direct mail 'has most influence on purchasing decisions'
Nov 6 2009, 11:29 AM
Direct mail has a bigger influence on purchasing decisions that other advertising channels, new data suggests.
ExactTarget's 2009 Channel Preference Study revealed that 76% of consumers in the US have purchased something after receiving a flyer through the post, compared to 67% who bought a product or service after watching a television advertisement, printweek.com reports.
Robert Keitch, chief of membership and brand at the Direct Marketing Association, told the news provider that direct mail has long been an effective method of targeting consumers.
"While digital marketing will undoubtedly continue to grow over the coming years, I think the data shows that tomorrow's consumers will be just as likely to respond to direct mail as they are today," he added.
Writing for Black Star Rising earlier this week, Wayne Ford, group design director of Haymarket Business Media, suggested that direct mail is making a comeback and noted that email campaigns and newsletters are often blocked by spam filters.
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