Industry News
Posted on 08/10/2008
Share of unopened direct mail decreases
The amount of unopened direct mail has fallen, according to the results of recent research.
Nielsen Media Research found over that the share of unopened direct mail has fallen to 15 per cent in the last 12 months from 21 per cent over 2006 to 2007, reports Brand Republic.
An improvement also appears to have been made in the area of data hygiene - naming errors went down from 4 per cent to 2.7 per cent and address errors slashed by 50 per cent from 1 per cent to 0.5 per cent.
Commenting on the importance of data hygiene, Nick Tusler, data group director at insighttmw, told the business news provider: 'Imagine getting a birthday card that arrives late with your name spelled wrong, and a message wishing you good luck in your new job. You would wonder if that person cares about you at all."
However, the flip-side is that there was a 3.5 per cent year-on-year drop in spending on direct mail in the finance sector.
Posted on 08/10/2008
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