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Customers 'happier' with traditional direct mail, research finds
- Nov 19 2007, 13:01 PM
A majority of UK consumers would be content to receive marketing correspondence through postal direct mail, while just 18 per cent would be happy with just information sent by email, a study has found.
With the Institute of Direct Marketing (IDM) concluding that businesses should take advantage of direct mail in combination with more innovative online alternatives, the importance of adopting up-to-date data quality systems to ensure marketing campaigns are accurate and therefore profitable, has once again been highlighted.
According to the professional organisation, despite the growth in internet marketing, traditional direct mail campaigns have yet to be affected, with initiatives such as localised leafleting still proving popular with marketers.
Commenting on these latest figures, Robert Dirskovski, head of interactive media at the Direct Marketing Association (DMA) said: "As long as I can remember people have been predicting the demise of direct mail, and clearly that hasn’t happened – exponentially it continues to grow."
He added the accurate audience targeting allowed for by high levels of data quality is crucial to ensure that companies that pursue direct mail marketing campaigns are "actually getting a return on that investment". 
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