Direct Mail Gets Off To A Flying Start In 2003

Direct mail continues to prove its worth to advertisers in the difficult economic climate, with expenditure increasing by 4.5% year on year during the first quarter of 2003 to more than £658 million.

The latest official figures from the Direct Mail Information Service (DMIS) also show that the volume of direct mail rose by 4.2% during the same period to reach 1.421 billion items.

This was fuelled largely by a sharp rise in mailings from the education sector, where volume rose by almost 31% year on year to 4.42 million items and the financial sector, which increased by 16.7% to 279.47 million.

Only one major sector showed a significant drop, with mailings from utilities companies falling by 16.6% year on year during the first three months of 2003 to 48.02 million items.

Commenting on the figures, Jo Howard-Brown, managing director of the DMIS, said: “Direct mail continually shows year on year growth with volume increasing by 130% over the past 12 years. As growth continues apace there appears to be no reason why both volume and expenditure in 2003 cannot outstrip last year’s record figures.”

Mailings to all of the socio-economic groupings grew year on year, with DEs showing the most significant increase, of nearly 13% to 332.65 million items.

All of the age groups also saw an increase in the amount of direct mail they receive, with 45 to 54 year-olds experiencing a 19.4% year on year rise to 199.82 million items. However, the over 65s continue to receive the most direct mail, with 243.77 million items delivered during the first three months of this year.

A recent poll conducted by MORI on behalf of The REaD Group paints a less positive picture of the direct mail industry by suggesting that 29% of consumers want direct mail banned completely and 36% claim to throw away all promotional mailings (see Research Claims Direct Mail Is Staggeringly Unpopular).

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

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