UK: Direct Mail Strengthens

According to the Direct Mail Information Service, business-to-business direct mail is viewed by managers as more useful and relevant than at any previous time. The 1997 report into business use of direct mail says that 14 per cent of direct mail is now looked at and filed for future reference, against 10 per cent in 1994 and just 8 per cent in 1991, and that response rates are now averaging 4 per cent. The proportion of business managers who regard direct mail as “very useful” has now doubled since 1991, from 7 per cent to 15 per cent, while 49 per cent regard it as either “very” or “quite” useful.