1. A study by La Poste Belge analyzed the impact of direct mail campaigns and tests in Belgium. Direct mail represents around 10% of total media investments and had an 11.8% market share in the first half of 2009. 2. Pilot studies combining direct mail with other media like TV and print found direct mail increased recall rates by 15-20% and purchase intent by 20-60% compared to other media alone. Direct mail was also shown to boost brand image and increase customer loyalty. 3. Additional studies and a database of 300 direct mail tests found response rates averaged 6.28% for general campaigns and 8.94% for loyalty campaigns. Certain sectors and message elements like promotions and