Cars and banks undesirable

Direct marketing The majority of German consumers have a positive attitude towards direct mail: in a study conducted by the GfK research institute, more than half of respondents wanted more mailings in their letterboxes. Exceptions: the automotive, banking and insurance sectors as well as donation letters. Mailings for food and beverages generated the most orders. Concerns about guarantees and service were cited as inhibiting factors in responding to direct mail (76%). Over 70 percent fear increased advertising. 76% expect a free contact number in a mailing, 64% product samples and only 16% competitions. The study can be downloaded from
German Direct Marketing Association (www.ddv.de).