Direct mail retains potent marketing clout per new research from the Direct Marketing Association in Europe. Four-fifths (79%) of consumers will act on direct mail immediately, compared to only 45% who say they deal with e-mail right away, according to the DMA's first attitudinal print tracking report, produced in conjunction with fast.MAP and sponsored by HP. The study also discovered that direct mail is the preferred channel for receiving marketing from local shops (51%) and banks (48%), although email is preferred for events and competitions (50% each). Some content strategies help boost direct mail impact: Personalization was mentioned as important by 74% of those surveyed; 31% said acknowledgement of previous dealings with the company is important; and 23% like communications to be tailored to their gender. A quote from Rachel Aldighieri, director of communications and insight at the European DMA, summed up: "Many people today easily could choose to conduct their lives entirely online, but they don’t. For brands to market effectively in a truly connected world, they must fully recognize the role that print comms play and will continue to play for many years to come.” For an infographic with more research data, go to http://www.thedrum.com/news/2013/10/23/infographic-consumers-more-likely-deal-direct-mail-immediately-compared-email
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