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Direct mail 'should be properly targeted'
Jul 6 2010, 16:04 PM
It is important that direct marketing professionals use data to target their campaigns as effectively as possible.
This is according to Luan Wise, Marketing Manager at independent postal advice and management provider Onepost, who noted that it is essential to provide consumers with relevant material.
The latest Direct Marketing Association (DMA) fast.MAP data tracking study revealed that 57% of people would be tempted to unsubscribe from a mailing list if they were constantly sent badly-targeted correspondence.
Furthermore, 21% of respondents said that receiving unwanted letters would cause them to lose trust in a brand, making them unlikely to purchase their goods and services again.
"The series of DMA fast.MAP tracking studies are clearly demonstrating the consumer responses we want to avoid. Incorrect addressing is an easy error to rectify," Ms Wise commented.
Writing for Marketing Week last month, G2 Data Dynamics Managing Director Kevin Slatter said the success of direct marketing campaigns relies on data quality.
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