CONSUMERS are more receptive to direct mail from travel companies than any other form of direct mail, according to research by the Direct Mail Information Service.
A massive 91% of people said they had opened and read travel-related direct mail, compared with an average of 59% for all direct mail, said the DMIS’s Travel Sector Intelligence Report.
It also found that a third of consumers responded to all direct mail from travel companies, 27% said they responded to most of it and 12% to some of it.
DMIS managing director Jo Howard-Brown said:”The travel industry should give itself a very big pat on the back. These figures suggest travel is getting it right.
“Travel is a highly aspirational sector and most people want to travel even if they can’t afford to,” she added.
Howard-Brown pointed out that travel companies which do not communicate with existing and potential customers through direct mail campaigns are missing a trick.
“Nearly 60% of consumers said it would have helped if the company they used had keep in touch. This means a significant number of companies are missing out,” she said.