Study: Direct mail marketing more effective than alternative marketing methods
According to a recent study by the University of California, Riverside, businesses that take advantage of direct mail marketing and limit the number of phone calls and email messages sent to consumers, may see increased customer satisfaction.
The study, which was co-authored by UCR researcher Andrea Godfrey, revealed that sending out 10 mailings, calling potential clients three times and emailing them three or four times were consumers' ideal amount of contact during a three-month period. The study, entitled ""Enough is Enough! The Fine Line In Executing Multichannel Relational Communication," reaffirmed the importance of the medium to spread the word about a business.
Godfrey, an assistant professor of marketing at UCR, said that while technology may have changed certain aspects of the marketing game, direct mail was still a sure winner for businesses looking to increase the number of customers.
"Good old snail mail seemed to be more effective in the long term than phone and email," Godfrey said in an interview with The North County Times.
Many businesses have found ways to blend time-tested mailing campaigns with emerging technology. For example, by using quick response codes on marketing materials, businesses can allow customers with smartphones to better engage with their products or services so long as they have the right address validation tools.