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Poor response to direct mail

Consumers are more likely to receive financial services direct mail than any other category but response rates are low, according to the Direct Mail Information Service.

Its Letterbox Factfile 2001 survey of business-to-consumer and business-to-business direct mail revealed that 94 per cent of consumers had been mailed by finance companies but only 53 per cent would be more likely to buy a product as a result.

This does not compare well to consumer goods companies where only 41 per cent of consumers saying they have received mailings. But, of those, 57 per cent say they would probably make a purchase.

Insurance companies make up 10 per cent of all direct mail that the public receive.

Turning to business-to-business direct mail, DMIS says the volume sent has increased significantly, with the average businessperson receiving about 14 pieces a week.

Mailings from insurance companies make up 17 per cent of the total sent, banks also make up 17 per cent and credit cards account for 37 per cent.

DMIS managing director Jo Howard-Brown says: “The Letterbox Factfile contains a wealth of information – it is the proof that the direct-mail medium is the most dynamic part of the overall marketing mix.”


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