Cut Through

Cut Through

DM is all about improving your cut-through. The information below is based on recent research and case studies which are available here. They talk about the ways you can get your audience’s attention – many of which are unique to DM, and how you can make your communications stand out from the advertising ‘clutter’ consumers are bombarded with every day.

Did you know?

  • Almost 75% of advertising agency respondents rated addressed mail effective for ‘being seen/heard by many current customers’.
    MediaScene’s 2004 Media Report conducted by Colmar Brunton
  • Curiosity about ‘what’s in the letterbox’ is a key driver of receptiveness to Direct Mail.
    Nielsen Media Research Panorama Quarter 1 2004
  • People are most receptive to direct mail that is:
    • Personalised
    • Targeted, and 
    • Based on an existing relationship.

Case Studies

Check out these great case studies:

  • Dunlop uses DM to increase sales of its high performance tyre
  • BNZ cuts through to customers and exceeds goals.

More about cut-through

Find out more about improving your DM cut through.