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Alpha Mail: Print is Retaking Ground in the Marketing Mix

Source: Jo Francis, Printweek, March 2016

Recent survey findings from UK-based data specialists Wilmington Millennium found an increase in the number of consumers who thought that direct mail was a good way for businesses to connect with them. Almost half (48%) of the 2,000 consumers surveyed felt that way.

Wilmington Millennium said the improvement in perception it found was likely to be as a result of more responsible direct marketing practices “reducing the number of wrongly addressed mailings” alongside tighter targeting meaning that consumers were more likely to be sent offers that were relevant to them.

And when it comes to the buyers and specifiers of direct marketing, brands certainly seem to be in tune with this more positive print sentiment.

“It’s been quite an interesting 12-18 months in direct mail,” says Howard Hunt managing director Danny Clarke. “Our trading is 15% up in direct mail volumes, so that’s quite a substantial amount. That’s due to a combination of new wins and existing customers spending more.”

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