Magazine article Marketing

Direct Mail Image Hit by Timeshare Cowboys

Magazine article Marketing

Direct Mail Image Hit by Timeshare Cowboys

Article excerpt

Direct mail image hit by timeshare cowboys

The direct mail industry is increasingly being undermined by misleading timeshare promotions and an influx of lottery offers, says an industry report.

The report, published by the Direct Mail Services Standards Board (DMSSB), reveals that while timeshare direct mail made up only a tiny proportion (4.7%) of its total volume from April to September last year, it generated nearly 30% of all problems registered by the DMSSB. This compares with a mere 6% for the previous year.

Michael Goodrich, chief executive of the DMSSB, says that most of these problems crop up when timeshare companies "are or appear to be in breach of the industry's voluntary regulations".

An investigation into timeshare schemes by the Office of Fair Trading has triggered such a huge public response that it has been forced to delay publishing its report, due this month, until June.

DMSSB is also concerned about the increasing number of lottery invitations finding their way on to UK doormats from abroad - most notably Germany and Canada. …

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