UK consumers find telemarketing the most irritating marketing channel, new research reveals.

According to a survey conducted by technology specialist Pitney Bowes, respondents rated automated and live telesales calls as the most annoying marketing platform, giving it a score of nine on a scale of one to ten.

This is closely followed by spam email and text messaging adverts, which both came in at 8.7 and 8.3 respectively. Web pop-up adverts were also cited as a major gripe, with a score of 8.3.

Personalised direct mail was deemed to be among the least irritating marketing channel, polling a score of just 5.4.

Other marketing bugbears include incentivising new customers but not existing ones (8.2); reality television (7.2); loose inserts in newspapers or magazines (6.96) and celebrity endorsements (6.68).

David Jefferies, marketing director of Pitney Bowes, said: “Today’s businesses simply can’t afford to upset their customers. Rival services are never more than a mouse-click away and consumers are acutely aware of the power-shift in their favour.”

Related Topics: Telemarketing