DIY shopping-information surge fails to dent direct mail’s popularity

Although a steadily-increasing minority of shoppers are adopting DIY product and retailer sourcing techniques, rather than waiting for marketers to keep them informed, there has been a simultaneous upsurge in the popularity of traditional marketing media, the 6th fast.MAP annual Marketing-GAP Tracking Study has revealed.

Year-on-year since 2005 people have been increasingly happy to receive more marketing information about most subjects through their letter-box. And direct mail has re-gained its position as the consumer’s favourite promotion route – after being usurped by email in 2007 and 2008.

Key findings of this new report include:
 
• People are four times as ‘happy to receive mail’ about insurance (29per cent) as they were in 2005 (when it was seven per cent), loans and credit cards (20per cent now, five per cent in 2005) and financial services (23per cent now, six per cent in 2005).

• They are twice as happy to hear about charities (30per cent now, 12per cent in 2005), customer magazines (30per cent now, 15per cent in 2005), mobile phones and services (23per cent now, 11per cent in 2005) and almost twice as happy to hear about cars (23per cent now, 12per cent in 2005).

To read this report in full click the download link below.