Is Direct Mail becoming less effective for marketers? The answer seems to be a yes and that people's tolerance of direct mail is on the wane, at least based on a recent study of UK consumers as part of the CCB fast.MAP Marketing-GAP Research and reported on TMC.net. The number of people not opening direct mail has reportedly increased by one percentage point from 13% last year to 14% this year.

The reason is not hard to fathom-- consumers are bombarded by an overload of marketing messages everywhere they turn to. The advent of more digital marketing media such as the Internet and mobile phones has raised question marks on most traditional marketing methods; direct mail is no exception.

Direct mail marketers and service companies would do well to understand the implications of this study and take the necessary steps to ensure that their marketing message doesn't go straight from the mail box to the trash box.

More data from the study here.