According to the sixth annual marketing-GAP Tracking Study from the Direct Marketing Association (DMA) and fast.MAP, direct mail is the preferred contact route for most subjects with three quarters of householders opening the mail packs they receive.
The study has been tracking changes in consumer’s view of the marketing industry and their reactions to marketing innovation; simultaneously checking whether marketers have been keeping pace with these changes.
Some key findings:
The things that motivate people to open mail packs
- Marketers continue to over-estimate the power of creative content
- Consumers say aesthetics least important factor in whether to open a mail pack
- Marketers have awakened to the power of the sample and the coupon
Three quarters of householders open mail packs
- Almost eight out of ten adults open and read promotional mail
- 6% increase in those opening mail from companies they use
Mail is preferred contract route
- People prefer to be contacted by mail about most subjects
- People like receiving direct mail much more now than they did six years ago
- They are four times as happy to hear about insurance, loans & credit cards and financial services
- And twice as happy to hear about charities, customer magazines, cars and mobile phones & services
- Continued lack of demand for contact via any media other than mail and email
For a full copy of the report contact www.fastmap.com
