Timecold direct mail was finally junked? With esponse rates as low as 0.5 per cent, and a high annoyance factor, no wonder Toyota has rethought its mailing strategy. (News Analysis).

Marketing Week, October, 2002 by Gemma Charles

The phrase "junk mail" sets direct marketers' blood boiling. However, a sizeable proportion of the UK's direct mail consists of communication never actively sought by the receiver. And it's a sizeable proportion of a large number--according to the Direct Mail Information Service (DMIS), nearly 5 billion pieces of direct mail dropped through the letter boxes of UK households and businesses in 2001.

This multi-million pound industry will now have to do without cold mailings from car manufacturer Toyota, however. Last week, the company announced plans to drop its cold direct marketing programme along with the agency responsible, WWAV Rapp Collins. It has consolidated its entire below-the-line business into roster agency Miller Bainbridge (MW last week). As Toyota tries...