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Direct mail becoming popular as people receive too many emails
Jan 16 2012, 16:52 PM
Companies may wish to start a direct mail campaign after it emerged that the traditional marketing method is becoming increasingly popular.
A study by Epsilon highlighted that many people prefer receiving company information via mail as they receive too many emails over the course of the day.
The research, which was titled The Formula for Success: Preference and Trust, found that people preferred direct mail to email in almost every category, including financial services (36 per cent compared to eight per cent), insurance (36 per cent compared to nine per cent) and travel (21 per cent to 13 per cent).
It is widely believed that the sheer volume of emails people get every day is behind this, with 65 per cent of people surveyed saying they get too many email messages and three quarters admitting to not opening many.
If companies do opt to embrace direct mail, they should learn from the mistakes many businesses have made with email and be careful not to bombard people with untargeted messages.
Good data management can help ensure that messages are being sent to people who will be interested in them.
Posted by Philip Glass
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