The Direct Marketing Association (DMA) has defended the value of junk mail and insisted that recipients benefit from direct mail.

Spokesman for the association, Paul Keetch, said that the mail is only “junk” if not relevant to the recipient, but for many it contained targeted information.

Speaking on BBC Radio 4’s PM programme, Mr Keetch said: “Junk mail is only junk mail if it is not relevant to you. Companies are laying out their stalls for their customers, making promotional offers, inducements to purchase their product.

“If the product or service is relevant to you, then it is valuable information.”

He was speaking following the suspension of a postman for delivering notices to households on how to stop receiving direct mail.

While many welcomed the notice, Mr Keetch stressed that companies put resources into studying the likely needs of recipients before contacting them.

Instead of being a nuisance, direct mail had benefits of informing people about relevant offers and information they may find useful claimed Mr Keetch.ADNFCR-8000151-ID-17562554-ADNFCR

Related Topics: General Marketing