More than half of direct marketing recipients feel the communications they receive are not relevant, a new survey shows.
A study by database marketing firm KDB reveals that 54 per cent of respondents said practically none of the marketing offers they receive are relevant to them, while 34 per cent said just a few offers are relevant.
Just 12 per cent of those questioned said the material they are receiving through direct marketing has relevance to their interests.
Speaking to UTalkMarketing, Matt Boot, chief analyst at KDB, said it is essential for marketers to use data to understand how to better target their marketing communications.
“Nonetheless, too much irrelevant direct marketing, whether by email, mail, SMS or phone, can lead [clients] to become frustrated with the companies they do business with and to seek alternatives,” he added.
Recent research from Forrester Research found that direct marketers need to focus on targeting older demographics with their marketing campaigns.