DM critics are often big users

I’ve seen some outlandish claims made about direct mail since joining the DMA. Iain Murray’s assertion last week, that Post Office workers are rioting in Marseilles because they have been exposed to vast quantities of junk mail, really speaks for itself.

Some people in the UK don’t like winners. Mr Murray’s column demonstrates this on a regular basis. His perpetual comments about junk mail seem to reflect a growing unease that direct mail is so successful and that direct marketing is now the largest form of marketing communications in the UK.

For those in the know, it is rather amusing to listen to direct marketing’s detractors. It is always the greatest critics of DM who actually respond to it. Ask the next person who criticises DM who they insure their car with, who they bank with, whether they have bought anything by mail order recently, whether they ever open direct mail (which Iain obviously does), the answers you get might just surprise you.

Martin Bartle

PR & Communications Manager

Direct Marketing Association

London W1

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