LONDON: UK charities may be disappointed by the findings of a Nielsen Media Research study that shows more than one-third of their direct mail goes straight into the garbage unopened.
The survey revealed that 33.7% of charity mail goes unseen by its recipients; whereas finance firms' hit rate has improved, with just 12.5% of direct mail trashed compared with 15.5% last year.
The total amount of unopened direct mail is 21% while name and address errors are unchanged at 4% and 1% respectively. Spend on direct mail in the year to June was down 10% in to £1.68 million ($3.37m; €2.39m).
Data sourced from Brand Republic (UK); additional content by WARC staff
