October 13, 2006, 12:00 AM

Direct mail-influenced web traffic grows 50% since 2003, says new study

21% of those who responded to a direct mail piece within 30 days did so by visiting a web site, up from 14% in 2003, says a new report from researchers The Winterberry Group.

Kurt Peters

Executive Editor

 

More consumers are visiting retail web sites as the result of direct mail than three years ago, says a new report from researchers The Winterberry Group. 21% of those who responded to a direct mail piece within 30 days did so by visiting a web site, up from 14% in 2003, says the report.

The study also reports that 44% of marketers include a personalization element in every e-mail, but over 80% personalize only the salutation or other basic elements “True ‘relevance’ lies in the content and context of a marketing message, not in the mere strategic placement of a recipient’s name or other customer data in a marketing solicitation,” says Bruce Biegel, senior managing director of Winterberry Group. “If marketers expect results, they must tailor relevant messages by utilizing data and analytics programs that react to geo-, demo- and psychographic information to enhance behavioral targeting and measurement.”

Biegel will present the results of the study at next week’s Direct Marketing Association Annual Conference, with the study’s other sponsors: Susan Menke, vice president of finance reports for Mintel International Group, Scott Olrich, chief marketing officer of Responsys Inc., and Jim Litwin, vice president of market insights at Vertis Communications.

 

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