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Study: DM Campaigns Need Better Targeting
Poor targeting keeps direct mail campaigns from making a splash, with around 45 percent of mail not being addressed to a specific person, according to a study from U.K. data firm GB Group, Brand Republic reports. The study, focused on the direct mail received from a single family, found that even when the mail was addressed to a specific member of the family, it was virtually never opened unless it directly appealed to them as a consumer.
Overall, one of the best sectors - at least in this single family - was financial services.