DIRECT MAIL ADVERTORIAL AS A MARKETING TOOL GETS ATTENTION

RESPONSE THAT CAN BE MEASURED – One of the biggest challenges facing advertisers is to
know what the exact response is to a specific piece of advertising.

DIRECT MAIL PROVIDES you with a very precise method of measuring response since it invites a
specific response by email, fax or by phone.

ACCORDING TO FIGURES prepared in 1995 by the Point Measurement Bureau (PMB) about 60% of Canadians “read or look at” their mail “most of the time” and about 30% “some of the time”. So, as a direct mail marketer, you have a good chance that your message is getting through.

ANOTHER STUDY CONDUCTED in 1994 by the International Mass Retail Association showed that direct mail is recalled about 58% of the time; well ahead of bill boards with a 29% recall rate and radio with a 49% recall rate. The recall rate was slightly ahead of newspapers at 56% but well below television at 76%.