It’s True: Direct Mail Drives Retail Traffic

Catalogers have known this for some time, but a new study provides proof: Direct mail from a retailer drives consumers to visit the retailer’s stores.

According to the Customer Focus 2005: Retail Direct marketing study from Baltimore-based marketing services provider Vertis, 24% of adults who received direct mail from a retailer that they don’t typically shop from subsequently visited one of the retailer’s stores.

As to the types of direct mail that recipients are most likely to open, 51% said that a special offer or a discount will persuade them to open a mail piece. Sixty-three percent said that an “interesting-looking” package makes a difference as to whether they will open a piece.

Among the respondents that have opened direct mail, 72% said they’ve responded to coupon offers, and 70% have responded to “buy one, get one free” offers. Discounts on a single item have generated response from 62% of those who opened direct mail, while 54% responded to percentage-off offers.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.