Direct marketers are barraged every day with meaningless opinions about what consumers think.
The press reports with great authority on how they feel about direct mail. Politicians pretend to speak for them on the privacy issue. But nobody ever asks the consumers themselves. The only real barometers of what they believe are response rates and sales.
With that in mind, DIRECT has partnered with marketing consultancy Yankelovich Inc. to survey consumers on their attitudes about direct marketing. This is the first independent study to explore just how people shop, how they like to be contacted, and what they feel about the use of their names in e-mail and telemarketing lists.
Some of what Yankelovich found supports our popular beliefs
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