Figures available from the Royal Mail claim that more than 90% of direct mail is opened and last year 48% of adults took action after receiving direct mail, proving that mailing by post continues to be a powerful medium in its own right. 
As part of an integrated campaign, direct mail can work to amplify results. Combine it with TV for instance and you could see a 36% improvement in ROI, whilst insights from the market research company BMRB show that social network users are more likely to be frequent responders to direct mail than the average British adult. 
Mailing catalogues can have a positive effect on online retailing and, in another study, 74% of email marketers experienced success when combining email with direct mail. 
Having acquired new customers, direct mail can also be used to good effect in retaining and building their loyalty. Being easy to personalise it is much easier to make individual customers feel special, keep them aware and engaged and build a strong customer relationship. 
The inclusion of direct mail in a Business to Business market, needs just two things; well planned printed material and the best quality data. 
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