The survey, by consumer lead specialist Response Direct Publishing, said that SMEs with products and services to promote are turning to direct mail as a method of generating leads.
It also acknowledged that a high percentage of companies are not maximising on the success of DM campaigns because of poor follow-up work.
Other key findings were that 43% of direct mail sent to interested parties was rated slightly or very disappointing in terms of quality, and the content of 40% of the material was deemed to be slightly or very disappointing, suggesting that not enough attention was being paid to the creative standards of mailers being sent out.
Part of this can also be attributed to the fact that as much as 50% of companies failed to personalise material by acknowledging the recipient as "Dear customer" or failing to include a covering letter.
The most shocking finding of all was the fact that 75% of companies failed to respond to customer enquiries within two weeks, resulting in thousands of customers being lost.
Peter Webb, executive creative and marketing director of RDP, said: "The figures showing that over 75% of companies fail to respond to enquiries within two weeks, are highly worrying.
"It is the worst possible combination -- no recognition of the fact that information has been requested, coupled with a delay in receiving the details, makes it, in effect, another cold mailing."
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