The postal operator commissioned a survey of 300 marketers, of whom 69% said direct mail was the most important promotional tool, followed by websites at 33% and email at 20.4%.



A further survey of 2,000 consumers showed that engagement with DM pieces means they get far beyond the doormat, particularly for the 18-24 year old age group, which preferred to receive direct mail in the afternoon, when more than half would read it on the couch or in the kitchen, with some taking it to the garden or toilet with them.

TNT Post UK director of marketing and strategy Leineke Happel said: "We are pleased that direct mail continues to be seen as the most effective promotional tool used by marketers and that it is holding its own in a very competitive landscape."