Magazine article Marketing

People Get Wise to Direct Mail

Magazine article Marketing

People Get Wise to Direct Mail

Article excerpt

People get wise to direct mail

Consumers are becoming more aware of the workings of the direct marketing industry and most people can tell the difference between "junk mail" and well-targeted material, says the Direct Mail Information Service (DMIS).

Nearly 20% of direct mail recipients do not even bother to open the envelope, while a further 19% do not read poorly-targeted mail. People in the AB social grouping are especially selective, with only just over half reading the last unsolicited letter they receive.

But the DMIS is using the figures to campaign against strict harmonisation of direct mail standards across the European Community. Such factors should be considered before any further legislative restrictions are imposed on the industry, says DMIS spokesman Pat Porter.

Tighter database restrictions, likely to follow European harmonisation in 1992, would mean far more irritation for consumers as they become swamped by poorly-targeted mailshots, Porter claims. …

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