No matter where you look, direct mail levels are on the rise, for the simple reason that customer activity in terms of responding to postal direct mailing is on the rise.

There’s several reasons as always, but the key is that we have moved from a position of 10 years ago where direct mail could be seen as junk mail which destroyed the rain forests (the fact that you can’t use trees from rain forests was of course neither here nor there).

Email is seen as cheap, cheerful and full of spam.  It can still work if the text overcomes the current email image, but you have to work at it.  Direct mail via the post is seen as more serious and more worthy of consideration.

Even the banks are back in on the act 582 different financial direct mail campaigns were tracked in September 2011.   A total of 68 different bank creatives were monitored in the

month. The highest mailing company this month was Lloyds TSB, which issued 16 different creatives, followed by Halifax, with 8.

Elsewhere Nielsen tracked 1,928 different consumer direct mail campaigns in September 2011.    347 different mail order campaigns were tracked.  Estimated sector direct mail spend for the month was £26.91m.

Interesting Campaigns This Month:

Nielsen also tracked 251 different food, drink, drugs, health & FMCG

campaigns in September 2011

Tony

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.