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.

 

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.

 

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Andrew Ruegger / E-Commerce

How online search data can improve offline retail results

Search data represents the largest, unbiased free source of consumer data in the world.

FPO

Brice McBeth / E-Commerce

Ditch averages to find e-commerce conversion breakthroughs

An e-retailer explains how averages can obscure the kinds of clients you serve.

Advertisement