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BizReport : Loyalty Marketing : February 16, 2016

'Enough is enough' say Brits drowning in junk mail

Brits would rather be stuck in a traffic jam, or stranded on a train station, than continue to be frustrated by the flood of irrelevant marketing messages and junk mail they are currently receiving.

by Helen Leggatt

Enough is enough, say people in the UK who are fed up with the sheer volumes of communication they are receiving both on- and offline. Such volumes are seeing many (84%) ready to take action against brands, found the research carried out by Coleman Parkes for IT services firm Ricoh.

In fact, nearly half (46%) see junk mail as more frustrating than their commute to work and more than two-thirds (69%) say they feel less loyal to a brand spamming them with irrelevant information. Brits perceive around a quarter of what they currently receive to be junk.

ricoh.pngIn the digital age, it has never been more convenient to instantly communicate with customers, but it is equally just as easy to spam.

"Brands need to find that crucial middle ground - communicating regularly and effectively without alienating customers," says Chas Moloney, Marketing Director Ricoh UK and Ireland. "In today's competitive landscape, businesses must do more to listen to their customers and provide a tailored, quality standard of communication - whether paper-based or digital, to ensure consumer loyalty."

Additional findings from the research include:

- 64% of consumers in the UK believe more can be done to tailor communications;

- 76% would be willing to share personal data to make communications more relevant, including occupation, salary, online browsing habits and even health records;

- digital communications are consumers' preferred method to receive brand information;

- the flood of communications has caused 17% to miss a payment deadline and 33% to miss an offer they were entitled to.

Brands that do not get the balance right risk facing the wrath of a disgruntled audience. More than two-thirds will punish a brand by spending less and more than half (57%) will stop being a customer. Already, a third (32%) have moved their customer elsewhere, 22% have complained to a service provider and 14% have taken their complaint to a relevant authority.

Image via Shutterstock

Tags: brand marketing, junk mail, loyalty marketing

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