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Direct marketing efforts 'need to be better targeted'
Marketing News |
03/09/2009
The direct marketing efforts of many firms are not relevant to the majority of consumers, a new study has revealed.
Research by KDB highlights that just 12 per cent of customers say they are receiving offers via direct marketing which have a personal relevance to them, compared to 54 per cent who say they get very few offers which are relevant.
Just over a third said that some of the offers they receive are applicable.
These findings were even more surprising due to the fact that almost half of the offers received by customers came from firms they had already dealt with, meaning that the company would possess some information about them.
Commenting on the findings, KDB's chief analyst Matt Boot said it is essential for marketers to use customer data to understand what kind of communications they are interested in.
"At a time when retaining as many customers as possible is vital to the survival of many businesses, it is surprising that marketers aren't taking a smarter approach to communications with their customers," he concluded.
Matt McNeil, founder of email marketing company Sign-Up.to, recently stated that a successful email campaign relies on long-term relationships with customers.
Posted by Jon Aspinell.
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