CORREOS, the Spanish postal operator, has recently commissioned the first Global Study on Direct and Interactive Marketing.

Here are some of its conclusions about the Spanish market:
- DM represents 38% of the investments of companies in advertising and communications.
- Companies use DM because of its effectiveness and fast implementation, as well as its customization features.
- DM is considered cheaper, faster, interactive and forward-looking.Nevertheless, it has less reach than traditional    mass-media channels.
- Companies using DM want to achieve tactical objectives, such as winning over and maintaining customers (less      than branding).
- DM is used more widely for B2B than for B2C. It is often incorporated into other communication activities.
- There is high synergy between direct mail and e-mail.
- Companies measure results on the basis of response rates and sales volume.
- DM is considered to be very effective. In general, 7 out of 10 recipients have made a purchase as a result of a      DM campaign.
- Individuals and companies alike prefer receiving advertising by mail.

The complete study (in Spanish) can be downloaded from:
www.correos.es/comun/marketingDirecto/EventoEsic/120501-Formulario.asp