Retail DM Most Effective in Major EU Markets: Study

Share this content:

Direct marketing campaigns produced by retailers are among the most effective in key European markets, according to new research from postage meter maker Pitney Bowes.

Travel and holiday firms, charities and banks are the next most effective with their DM campaigns, followed by credit card issuers and insurers.

Harris Interactive conducted the study for Pitney Bowes, studying public opinion in Britain, France, Italy, Spain and Germany.

Spain was the only one of the five countries polled where travel and holiday firms nabbed the top spot for direct marketing effectiveness. This wasn't unusual given the travel industry's prominence in the Spanish economy.

There were some other differences between the markets.

The survey found reaction to retailer DM campaigns was almost twice as effective in Italy and Germany than it was in Britain, France and Spain. An obvious inference is the emphasis the Italians and Germans place on their style and fast-moving consumer goods purchases.

Also, Britain was the leading marketing for charitable DM due to its competitive fundraising environment.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above