Relevance and multi-channel strategy in direct marketing

Richard Higginbotham

The direct marketing community is under increasing pressure on a number of fronts to move away from a blanket 'one size fits all' approach. Environmental activists point to the impact of wastage in an industry where 98% failure is often viewed by practitioners as successful. In addition, consumers are placing more and more demand on the industry to respect their privacy and preferences.

Research carried out by YouGov on behalf of the Read Group shows that 72% of consumers want between 50% and 90% of their junk mail stopped, amounting to a staggering 1.8 billion items a year. This equates to about 140,000 tonnes of wasted paper, or 900,000 trees. UK consumers are taking action to opt out of 'blanket' marketing – with registrations for the Mailing Preference Service now standing at over 3.6 million, and the Telephone Preference Service at nearly 15 million.