26/05/05

Customer magazines are the most popular form of direct marketing received, according to a recent survey by the Direct Marketing Association (DMA).

The survey was carried out to establish the reality of consumer's experience of direct marketing, and their response and attitude towards it.

Of those surveyed, 50 per cent like the customer magazines they receive, whilst only a fifth claimed to never look at, or spend time on them. Direct marketing also proved to be effective; 45 per cent of the magazines received were filed for further use and four per cent of the magazines received actually generated a direct purchase on the day in question. One in five adults have purchased or requested information as a result of direct mail and about 35 per cent of people are happy to receive it if it is relevant to them.

Mike Barnes, DMA Director of Marketing and Business Development said: "What has stood out from even the top line findings is that what mattered to people most when dealing directly with companies was the 'personal touch' ahead of value for money, speed of response or quality of information."