Direct Mail Posts Second Quarter Expenditure Increase
Direct mail saw revenue grow by 3.4% year on year to £545.3 million in the three months to June, as advertisers continued to turn towards more targeted and cost effective forms of marketing.
The latest research from the Direct Mail Information Service shows that the medium continues to flourish despite the difficult economic conditions, with the volume of direct mail increasing by 4.6% during the same period to 1,424 billion items.
This growth was driven by an incremental rise in the volume of mailings from the combined travel, charity and leisure sector, which increased by 27.9%. The manufacturing sector experienced a 24.5% year on year improvement to more than 32 million items and the financial sector rose by 23.% during the same period to 292 million.
All the socio-economic groups experienced a rise in direct mail volumes in the second quarter of this year, with C1s showing the greatest increase of nearly 20% on the same period in 2002.
All the age groups also saw an increase in the amount of mailings they receive. The most significant growth was experienced by the 16-34 category, which rose by 17.4% year on year to 199.37 million items. The 45-54 age group also rose by 12.2% on last year to 195.04 million.
Commenting on the figures, DMIS managing director, Jo Howard-Brown, said: “The figures show that direct mail continues to grow steadily. The increase in consumer direct mail only goes to underline the fact that the consumer is spending more.”
Recent research from the DMIS shows that e-commerce companies now spend an average of £1.58 million on direct mail, which takes an average of 56% of below the line marketing budgets, making it the largest single medium in this field (see Direct Mail Increases Share Of Below The Line Spend).
DMIS: 0207 494 0403 www.dmis.co.uk
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