Relevant and targeted direct mail is crucial to maintaining client and consumer relationships, a new survey suggests.
A study conducted by the Chief Marketing Officer (CMO) Council and InfoPrint Solutions found that 41 per cent of respondents would consider ending a brand relationship because of irrelevant promotions.
A further one in five (22 per cent) of those questioned said they would definitely end a relationship with a brand if they are bombarded with promotional material that has no relevance to them.
Two-thirds (64 per cent) of consumers said promotional offers dominate both the traditional mail and email they receive, with less than half saying these materials are must-read communications.
Liz Miller, vice-president of programmes and operation at the CMO Council, said: “Irrelevant, impersonal communications, be it email or traditional mail, is a waste as it does not engage a receptive recipient.”
A recent report from Epsilon found that irrelevant content is a major reason for wanting to unsubscribe among 56 per cent of survey respondents.
Posted by Daryl Jay, Business Development Director Sales, Industry News, General Marketing