An intresting article on www.printingtalk.com explains how effectively use direct mailing:
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Direct mail works better with effective triggersThe latest research from GI Direct on direct response marketing has found that 58 per cent of UK consumers have have received marketing offers in response to a specific trigger or timely event.

The study into consumer perceptions of trigger-based direct marketing also found that the older the recipient the more likely they are to take note of trigger-based offers.

The over-55s are most likely to notice trigger mail in their post (72 per cent) than any other age group, while 18 to 24-year-olds are the least likely (39 per cent).

Other variations in the findings were found between genders and regions.

Men say they receive more trigger mail (55 per cent) than women (51 per cent).

Consumers in Yorkshire note a particularly low level of trigger mail (47 per cent) while Wales and London are especially high (64 per cent and 65 per cent, respectively).

According to the research, data practices have become very refined and digital print allows for variable data to appear on every piece of marketing.

These days, many businesses hold significant amounts of data on their customers, often gathered as a result of transactions or loyalty card membership.

The more data they hold, the greater the opportunity to communicate with customers based on triggers.”

Read more: http://www.printingtalk.com/news/gii/gii115.html#ixzz18BTlFg7T

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