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Customers Say They Prefer Direct Mail and Email Marketing

Consumer Attitudes

September 2011 -- According to a UK study of consumers’ use of technology and preferences for how brands communicate with them:

Consumers are using technology to control their relationships with brands and filter out unwanted communications.

Chris Combemale, executive director of the DMA (Direct Marketing Association) UK states: “As Acxiom’s survey highlights, consumers are very clear about how they want to be contacted, with mail and email continuing to be their preferred channels." 

“Above all they respond best when the communication is timely, relevant, and targeted.  This should be at the forefront of every marketer’s mind in these tough trading times, as they fight to retain customers and win new ones.”


About:  The survey, commissioned in July among 1,000 UK consumers and 200 marketers.  The full results can be found in: 'Tug of Love: How technology is changing the relationship between consumers and brands – and what marketers can do about it'.

Source:  Marketing Magazine, Consumers Use Technology to Filter Relationships with Brands, Says Report, September 1, 2011.