Direct mail: a warm welcome?

David Jefferies

What is the opinion of European consumers towards direct mail? Given the constant media brickbats thrown at this communication channel, one might imagine that public opinion fluctuates somewhere between mild irritation and hair-ripping rage. Indeed, taking the UK as an example, a 2004 BBC television poll revealed that 'junk mail' was the topic that most annoyed British consumers (1).

And yet here is a channel that continues to thrive and continues to attract investment at a time when budgets for other marketing techniques suffer downward revision (2). Clearly, marketers are still seeing favourable results from this tried and tested technique. In the current climate of cautious spend there is simply no way that businesses would continue to direct budget at a technique that produced diminishing returns.