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Article: Firmly sealed: despite the 'junk mail' associations, direct mail remains the most highly tapped resource in direct marketing. And rightly so. David Reed identifies key areas where the medium is thriving.(Special report: research index)
- Article from:
- Precision Marketing
- Article date:
- July 9, 2004
- Author:
CopyrightCOPYRIGHT 2004 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THE BULLET-PROOF GROWTH of direct mail is one of the most remarkable features of direct marketing. It has powered the expansion of the industry--building databases, growing businesses and creating industry millionaires along the way.
The facts speak for themselves. At the start of the last recession in 1991, a total of 2.1 billion items of direct mail were sent. As the economy entered another slowdown in 2003, this had grown by 250 per cent to 5.4 billion items. A lot of money was poured into the channel between those periods. Expenditure in 1991 was 895m [pounds sterling], representing 10 per cent of total UK ad budgets. By 2003, advertisers ware investing 2.4bn ...