Marketing emails convey much more than the brand message – they say a lot about the writer too, according to a recent US study.
A study by Knox College, Illinois found that an author can come across as apathetic, annoyed, authoritative and even angry based on the style and content of their email.
Three former direct marketing and data specialists have launched The Green Preference Service, an online service that allows consumers to get their direct mail changed to email and which has been welcomed by the Direct Marketing Association (DMA).
Paul Anderson, chief executive of GPS and a former strategy director at Emailvision, said: “It’s kind of atoning for our sins because we have sent a lot of direct mail in our time.”
Royal Mail has delayed plans to include a new “delivered by…” mark on direct mail after being inundated with complaints from direct marketers concerned that the change would reduce response rates from DM packs.
Direct mail plays an important role in integrated campaign, according to one industry expert.
Writing on uktalkmarketing.com, Luke Griffiths, vice-president of client services for Europe, the Middle East and Africa at e-Dialog said that although future lies in digital marketing, print is still extremely effective.
Latest figures indicate that people are becoming less inclined to hand over their personal details in return for benefits such as discounts and samples, challenging marketers to step up their powers of persuasion.
