Food for thought...

Statistics released by the Institute of Practitioners in Advertising following a survey they ran shows that 55% of consumers open their direct mail, one third have bought or ordered something in response to a direct mail pack in the last year, while 45% have used a voucher or coupon.

So why do over 65% of consumers say that they are annoyed with the amount of direct mail that comes through their door?

For me the answer is simple. In a recession too many companies, with reduced budgets, are looking for ‘cheaper’ data. In reality the answer should be to reduce volumes, if budget constraints have been put in place, but to purchase more targeted data to reach the desired audience.

Tags:  Direct Mail