In examining the success of traditional and online media channels in driving purchases, ExactTarget's commissioned 2009 Channel Preference Study found that for young and old alike, direct mail directly influenced the purchase of an item or a service more than any other channel. The second annual study, conducted by Forrester Research, looked at consumer use of different channels for interpersonal communication and attitudes toward marketing communications. It found that three out of four consumers surveyed - all Internet users - were directly influenced to purchase an item or a service thanks to a direct mail piece.

In addition:
•Three-quarters (75%) of 25 to 34-year-olds and six out of 10 (62%) 18 to 24-year-olds said they have made a purchase as the result of direct mail (older consumers were even more likely to have been influenced by direct mail). Teens were the one exception - direct mailinfluenced purchases (55%) were second to television commercials (62%).

•Across every age group, email is third on the list of channels influencing purchases. Teens were least likely to have made online purchases through email (36%).