The sending of Christmas cards to customers could form the basis of an effective direct marketing strategy, a Royal Mail chief has suggested.

A Royal Mail survey found that 48 per cent of consumers in the UK received a Christmas card from a company last year, in a shrewd use of consumer lists.

Almost two-thirds of this group were encouraged to make a purchase after seeing the correspondence.

Mark Thomson, Royal Mail Director, said: “Everyone likes to receive a Christmas card, irrespective of whether it’s from a family member, a friend or a supplier.

“On the business side, they send an important message that your custom is valued and our research shows that consumers respond well to this personal touch.”

In heart-warming winter news for direct marketers, 55 per cent of those quizzed during the Royal Mail study said that they displayed a branded Christmas card amongst those received from loved ones.

Related Topics: Direct Marketing