News

Personalised direct mail is among the least irritating forms of marketing, according to a poll.

The study, by information technology company Pitney Bowes, found that UK consumers view personalised direct mail only more irritating than TV advertisements and promotions at railway stations or shopping centres.

However, as a warning to those looking to provide cross-media advertising, SMS message adverts were in forth place in the list of 15, which was topped unsurprisingly by automated telesales pitches.

Lucy Edwards, marketing manager at Howard Hunt, said: “This is great news. It shows that clients are using data in a more effective way to enable streamlined personalised marketing.”