Direct Mail Shows Sustained Growth During Q2
Direct Mail continues to prove its worth as an effective marketing tool with expenditure increasing by 9.7% year on year during the second quarter of 2002 to £527 million, according to the latest figures from the Direct Mail Information Service (DMIS).
The figures show that consumer direct mail increased by 9.9% year on year ahead of business direct mail, which rose by 6.2% during the same period. The the volume of direct mail also increased by 8.8% year on year between April and June, largely due to a rise of almost 23% from the shopping sector.
Financial services advertisers continued to be the heaviest users of direct mail sending 236 million items between April and June 2001, an increase of 3.4% on the previous year. However, mailings from the media sector, which includes newspapers, TV, cable and satellite companies, dropped by more than 11% to 69 million.
Commenting on the figures, managing director of the DMIS, Jo Howard-Brown, said: “Direct mail continues to grow steadily. The increase in consumer direct mail only goes to underline the fact that the consumer is spending more money through the medium, and advertisers are clearly seeing a return on investment.”
According to the DMIS, there was an increase in direct mail across all socio-demographic groups, with DEs receiving over 19% more mailings year on year, followed by ABs with a 10% increase. However, mailings to the all important 16-34 age group fell by 23% year on year during the second half of 2002, despite all other age groups seeing an increase in the amount of mailings received.
Recent research from the Direct Marketing Association shows that 60% of direct marketers are already using email as part of an integrated campaign strategy, with 87% planning to do so in the future. Expenditure on new media increased by 185% year on year during 2001, helping the UK direct marketing industry to see expenditure rise by 10% year on year during 2001 to over £11 billion (see Direct Marketing Industry Shows 10% Growth In 2001).
DMIS: 0207 494 0403 www.dmis.co.uk
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