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Consumer perception of credit DM on the rise PDF Print E-mail
Tuesday, 22 March 2016
A consumer marketing benchmarking study has revealed that despite the recent issues surrounding charity fundraising and direct mail, public perception of direct mail from the credit sector is on the rise. Almost half of consumers (48 per cent) now think that direct mail is a good way for a credit provider to connect with them. This has increased by seven per cent since 2014. 
The report carried out by data specialists, Wilmington Millennium, also found that 44 per cent of consumers ranked direct mail and door drops as their preferred form of credit direct marketing, pipping email to the post at 42 per cent. Credit pop ups received the lowest seal of approval, being the preferred medium for only 2.7 per cent of people.

Despite the continued efforts of some media including The Daily Mail, WatchDog and Rip Off Britain to discredit the industry the improvement in perception is thought to be a result of more responsible direct marketing practices reducing the number of wrongly addressed mailings and tighter targeting meaning more relevant mail packs being sent.

Despite this consumers remained vocal about the sectors they believe could improve both their targeting and creativity.

Utilities, estate agents and local councils came under fire particularly in terms of irrelevant door drops.

The travel and retail sectors respectively have the best reputation amongst consumers in terms of effective use of direct mail as a marketing channel.

Comments Karen Pritchard, Product Director of Mortascreen, a Wilmington Millennium Company: “2015 was a bumpy year for direct marketing. However, irrespective of this mail volumes were on the rise and spend also increased making DM one of the UK’s largest media channels. There was a danger that increased volume would result in increased consumer disgruntlement, but mailers in the credit sector are working hard to practise more responsible marketing meaning that perception of the channel is getting better. Consequently, direct mail remains a legitimate and important marketing medium.”

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