The vast majority of women prefer direct marketing to email advertisements, a new survey has claimed.
According to the Customer Focus study, 85 per cent of women aged between 25 and 44 prefer traditional direct marketing to newer approaches.
Despite the boom in online marketing, just 53 per cent of women in the same age group who have access to email say they read email advertisements.
Vice president of market insights at Vertis Communications, Jim Litwin, said, "While technology has significantly affected the way we work, communicate and socialise with each other on a daily basis, we find some types of technology, such as email marketing, to be most effective when they are used in conjunction with traditional methods of grabbing consumers."
In light of the findings, Mr Litwin urged marketers to make their campaigns personal, such as through printed advertising inserts which "have proven effective in connecting with target audiences on a personal level".
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