Direct Mail Continues To Show Growth

The popularity of Direct Mail as a marketing tool continues to grow with expenditure increasing by 5.8% year on year during the first quarter of 2002 to £629.9m, according to the latest figures from the Direct Mail Information Service (DMIS).

The figures show that the volume of direct mail increased by 3.9% year on year to 1.36 billion items, largely due to a 12.5% increase in mailings from the home shopping sector.

The travel/charity/leisure sector also showed substantial growth with volume rising by 23.2% to 128.85 million items. However, this was off set by a significant drop in mailings from insurance companies, which fell by 12.1%.

Mailings to the traditionally lucrative AB socio-economic continued to fall during the first quarter of 2002, with volume dropping by 14.5% to 235.88 million items. In contrast, mailings to the DE demographic showed a significant increase, rising 30.5% year on year to 295.7 million. This made DE’s the most mailed group in the first three months of 2002.

Commenting on the figures, DMIS managing director, Jo Howard-Brown, said: “In spite of the continuing tough economic environment the Direct Mail medium continues to show encouraging growth. It’s accountability and cost effectiveness makes it less vulnerable to cutbacks and there is little sign that this situation will change.”

Earlier in the year the DMIS published research showing that UK consumers purchase over £23 billion worth of goods through direct mail each year (see Direct Mail Generates £23 Billion In Sales).

DMIS: 0207 494 0403 www.dmis.co.uk

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