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Editor: Matt Paines

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Direct mail bolsters SEO campaigns

Royal Mail is looking set to cash in on the stampede for SEO services with a new claim that direct mail can bring brands to life and bolster the effectiveness of SEO campaigns.
 
The postal service has just released the results of research, commissioned on its behalf, that demonstrates how physical mail can boost online marketing strategies by enhancing brands and company reputations.
 
According to the survey, more than 50% of respondents said they were more likely to click on a link for a company that had already sent them something in the post.
 
It also found that nearly 70% of respondents used an internet address supplied in a direct mailing when searching online.
 
Two thirds of consumers also said that they used the information they received in the post to make an online purchasing decision.
 
Head of media development at Royal Mail, Antony Miller, said the findings proved that when mail was used in conjunction with either search or TV, consumers were more engaged by a brand and more likely to want to discover more about the product or service on offer.

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