DMA Executive Director Advises Marketers to Keep Direct Mail ‘Relevant and of Interest’ to Avoid Being Seen as Junk

The marketing industry “must continue to improve its creative approach and use of data to ensure that direct mail remains relevant and of interest to consumers” to avoid being seen as junk mail, according to Chris Combemale, executive director of DMA. Combemale’s warning comes off the back of the news that half of all letters delivered by Royal Mail are marketing communications. He adds: “Poor consumer insight leads to junk mail, which is bad for business. Cutting out unnecessary direct mail marketing will help to not only change consumer perceptions but also improve companies’ return on investment.”

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