A new study has highlighted the strengths and weaknesses of the UK’s direct marketing sectors.
Top of the Pitney Bowes study was the retail sector which was said to have the “most convincing and effective campaigns”, followed by holiday companies, charities and banks.
Other sectors also performed well, as the report highlighted: “Effective and convincing direct marketing in non-banking financial services credit card and general insurance – shows a very clear lead for the UK [in comparison to other European countries].”
Findings of the leading industries for direct marketing come as more methods then ever before become available, from text messages, emails and telephone calls to the traditional mail-shot.
However, not all firms were seen to be taking advantage of direct mail, with utility companies said to be the weakest, something that surprised researchers due to the competitiveness of Britain’s deregulated market.