Direct News: Personalisation key to response

Personalised direct mail is more likely to draw responses from UK consumers, according to the Direct Marketing Association.

A poll, conducted by the Future Foundation among more than 1000 consumers, found that printed media such as direct mail, inserts and door-drops, were unpopular but effective.

The survey also reported that 25% of adults had made a purchase or requested information as a result of direct mail, while 35% said they were happy to receive it if it was relevant to them.

Telemarketing did not fare so well, with 67% saying approaches from call centres were an intrusion and only 20% happy to receive calls from companies to which they had given permission.

Not surprisingly, mailings from financial service companies - the biggest spenders on the medium - accounted for a third of direct material.

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