Cleaning Up the Image[/title]

The Mailing Preference Scheme, a process allowing consumers to have their names removed from the mailing lists of the major direct mailers or to be added to certain selected lists, began recently. The vast majority of consumers in the UK do not seem to object to receiving direct mail; however, some consumers with an ignorance of computers are unhappy when they receive computer-printed direct mailings. According to a 1981 Post Office study, 18% of the consumers who receive direct mail destroy it without reading it, but only 6% of the business recipients do so. A major contribution to the poor image of direct mailers is the number which have folded in the past 18 months. However, more people are shopping by mail, according to Post Office figures for 1982. Direct mail is the third largest advertising medium in the UK. Direct mail has several advantages, such as better service and more exciting goods. Many large companies, including International Business Machines Corp., now use direct mail to reduce personnel expenses.

Full text: Marketing, Mar 10, 1983Internet Marketing Tools

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