Direct Mail Generates £23 Billion In Sales

UK consumers purchase over £23 billion worth of goods through direct mail each year, according to research carried out on behalf of the Direct Mail Information Service (DMIS).

Managing director of the DMIS, Jo Howard-Brown, said: “The figures show why direct mail is the most dynamic medium in the overall marketing mix and why British companies spend so much on it annually – because it works.”

According to the study, 42% of UK consumers made a purchase after receiving a direct mail advertisement last year, with the value of goods reaching £23.4 billion. 63% of the overall total was generated by those in the 2CDE socio-economic bracket, with the remaining 37% coming from the ABC1 segment.

Those in the 35-54 age bracket were found to be the most likely to purchase through direct mail, with 49% of the total revenue being generated by those in this segment. The study also shows that those in the north of England spend more through direct mail, accounting for 56% of the total, compared to the 44% in the south.

The Direct Marketing Association (DMA) is set to launch a new consumer campaign next month to develop consumer trust and confidence in direct marketing. The “Its Your Choice” campaign aims to promote the commitment by “responsible” direct marketers to respect consumers’ data protection and privacy rights (see DMA Aims To Boost Trust In Direct Marketing).

DMIS: 020 7 494 0483 www.dmis.co.uk

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