Inserts drive traffic to Web, UK study says

Share this article:
Recent research from UK-based Direct Marketing Association's Inserts Council — the print alternative media shows that an average of 52% of responses to inserts went online. The research, which is the first of its kind, measured the percentage of insert responses which go online and how this differs by client sector and magazine type. The results were taken from more than four million inserts sent out by a pool of five clients representing diverse industry sectors.

“This research proves that off-line media is capable of driving a significant online response,” said CJ Court, chair of the Council and deputy managing director at All Response Media.

Of all the commercial sectors, cosmetic surgery prompted the largest online response with 70% of respondents turning to the Web for more information. This was followed by toy retailer inserts, which resulted in 58% of responses going online; and the charity segment, which recorded a 27% online response.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.

Arthur Hughes, Who Wrote the Book on Database Marketing, Dies at 86

Arthur Hughes, Who Wrote the Book on Database ...

First published in the early days of the Web, Arthur Middleton Hughes's Strategic Database Marketing remains a bible for direct marketers.