The research by data firm Marketscan involved surveying marketing professionals who said that direct mail was the least risky marketing medium. Those surveyed said that sending mail shots to the wrong person or a generic job title posed an 18% below average risk, while poorly targeted mail was 16% less likely than average to cause damage.
The most damaging blunders were badly executed and poor taste advertising, which has a 19% above average risk. Badly targeted telephone calls carry an 11% above average risk and unsolicited email a 4% above average risk of damage to a brand.
Julie Knight, Marketscan managing director, said: "Our research indicates that direct mail is the medium of choice for companies looking to minimise the risk of damage to corporate brand image.
"However, it is essential that companies do not become complacent in their approach to direct mail campaigns. Well executed direct mail can make substantial difference to the bottom line."
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