A new report suggests that direct marketers need to make better use of customer data to tailor their direct mail and email content more effectively.

According to a study conducted by the Direct Marketing Association and fast.MAP, some of the main obstacles hindering the success of marketing campaigns are poor targeting and a lack of adequate knowledge about customers’ habits.

The research, which questioned almost 2,000 people, found that nearly two-thirds (64 per cent) of consumers find most of the marketing emails they receive interesting.

When it comes to content consumers do want to receive, three in five respondents said they would be more responsive to money off deals, while almost one in five would be likely to pay attention to free delivery offers.

Six in ten respondents said they would forward a marketing email to a friend if they considered it to be packed with humorous or informative content.