Conference Organisers Biggest Users Of Direct Mail

The findings, which are the first ever into the field, are based on 1009 pieces of direct mail sent to 70 managers with differing jobs in a range of businesses, collected over 1 week. 48% of the mailings gave targets the chance to buy direct, 34% asking for payment with the order

79% included some form of postal response, 9% of which was pre-printed with the respondents’ details. Advertisers expected the respondent to pay the postage in 57% of cases, with 35% offering a free response medium. None of the mailings used a premium rate phone number as a response mechanism, but 87% gave a standard phone number. 73% provided a fax number – but only 3% were free numbers.

The most popular response incentive used was discounts, 18%, followed by gifts at 8% and prize draws at 3%. 73% offered no incentive. Nearly half of all mailings were lead generating (44%), allowing recipients to request more information. 14% offered a visit from a company representative, a free trial or the chance for the target to visit or phone the sender. 11% requested more information about the respondent, and 7% offered free seminars.

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