Public love mailings, report claims

direct-mail 1Nearly 80 per cent of consumers want to continue to receive direct mail, according to a new study, which busts the myth that the public view it simply as ‘junk mail’.
The study, from independent postal advice and management company OnePost, shows 20 per cent of those surveyed said they received more than ten pieces of direct mail each week, while a further 20 per cent estimate they receive between six and ten pieces each week.
Meanwhile, only 3 per cent of people report receiving no direct mail, a fact OnePost claims, illustrates the coverage and power potential of the medium.
When it comes to which day of the week is the best for consumers to receive mailings, Saturday, generally thought of as the best day for direct mail to arrive, ranked second among preferences, as was Wednesday. Where there is a declared preference, Monday ranks highest with the majority saying that is the day they prefer to receive direct mail.
OnePost marketing manager Luan Wise commented: “It’s really encouraging to know that consumers value direct mail and enjoy receiving items that are targeted and relevant to them. This is a direct reflection of adherence to recommended best practice. In the current climate, we believe there is no better way to showcase your products or services to a highly targeted audience than via direct mail.”
DMA executive director Chris Combemale said: “The findings affirm the ever-green popularity of the direct mail channel. Our research also supports the fact that direct mail has an extremely important role to play in the marketing mix. In spite of the rise of digital channels, targeted mail delivers stand-out and has a real impact on a consumer’s decision making process.”
The research was carried out by online research company fast.MAP among a panel of 1,259 UK consumers.
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