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...