People who read customer magazines are much more likely to respond to direct mail than non-readers, according to recent research.
The report (compiled by the Association of Publishing Agencies and featuring research from TGI and the Mail Media Centre) reveals the following key headlines:
- 46% of recent customer magazine readers have responded to direct mail in the last 12 months, compared to 30% of non-readers.
- And, even more significantly, recent consumer magazine readers are 74% more likely to buy as a result of receiving direct mail.
Such results are, once again, clear evidence that an integrated approach using mail can really lift response levels and improve overall campaign performance.
Customer magazine readers appear to be particularly favoured towards direct mail with one in 3 saying that they have bought something from such an approach in the last 12 months.
As an introduction to the research the following quotation was used:
‘If anyone doubts the effectiveness and relevance of mail in a digital world then the following stats will surely dispel those myths. Using TGI data 21.9m British adults have taken action after receiving mail in the past 12 months.’
