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Consumer Research


Marketers must improve customer communication

Marketers must improve customer communication

Online marketers need to employ better targeting methods if they are to retain customers as well as attact new ones via direct mail, according to new research from KDB.

The research reveals that 54 per cent of consumers in the UK feel that of the offers they have received, none are applicable to their needs and interests.

 A further 34 per cent stated that a few are of relevance, while 12 per cent admitted to feeling as though the campaigns are relevant to them.

Irrelevant direct marketing, regardless of the channel it was presented to the consumer on, could make people feel frustrated with companies and convince them to look elsewhere for services.

Matt Boot, chief analyst at KDB, said, "At a time when retaining as many customers as possible is vital to the survival of many businesses, it is surprising that marketers aren't taking a smarter approach to communications with their customers.”

Meanwhile, founder of marketing firm Matt McNeil has claimed that the email marketing platform is "all about" engaging with clients and improving messages through the responses received from the target audience.

He says that some brands and businesses could benefit from creating campaigns based on the work of retailers, as they "pay a lot of attention" to getting the most out of their emails.

Recent research by YouGov found that over a third of small and medium-sized businesses plan to increase their investment in direct marketing platforms over the next year.

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