Is this the end of the direct marketing opt-out?

Alex Walsh , head of Mailing Agents and Trade Associations at the UK’s Royal Mail describes direct marketing as a vital tool for many organisations, which, if used correctly, can instigate and maintain strong and profitable relationships between a company and its customers. And with £27bn of sales being generated by responses to direct marketing activity over the last 12 months (source: DMIS), it looks set to remain an important channel. For the insurance sector especially, direct marketing is key in driving sales and generating custom, both from consumers and businesses. With so many different products on offer, the channel enables insurances companies to target individuals with products that they’re most likely to require, so communication is personal and relevant, and ultimately cost effective. It’s no wonder then that insurance companies are amongst the biggest users of the channel.