The report found that 57 per cent of consumers are happy to receive
direct mail offers and almost 60 per cent have recently responded to a
direct mail letter.
“The survey proves what we have
always believed - that consumers do feel that direct mail provides
them with a valuable service,” commented Andrew Whittaker, director
of direct marketing bureau Mailtech. “Direct mail is able to bring
to consumers’ attention products and services that may provide them
with improvements or cost savings - things which they might otherwise
The survey also shows that nearly 70
per cent of letters received by consumers are opened, 43 per cent are
then read and 25 per cent of consumers go on to purchase as a result
of receiving the direct mail. Women now receive more mailings than men
and the most heavily mailed age group are those between 55 and 64.
Credit card and insurance companies
and banks are among the highest users of direct mail and 80 per cent
of consumers that purchase from a campaign are satisfied with the
goods and service they receive.
Andrew continued, “The success of a
direct mail campaign is often down to the accuracy of targeting and
relevance of message. However companies do make mistakes with data
correctness and in dealing effectively with responses to direct mail,
which can frustrate customers.
“This is where a professional direct
marketing bureau can help to improve the results of direct mail