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Article: International direct mail trends. (International)
- Article from:
- Direct Marketing
- Article date:
- October 1, 1993
CopyrightCOPYRIGHT 1993 Hoke Communications, Inc. 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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An average 80 percent of the direct mail in the United Kingdom is opened and 63 percent is read. What are the other U.K. trends and how do they compare to the United States?
Direct mail is one of the fastest growing media of the past 10 years. Since 1986 the volume of direct mail has increased by 60 percent. Expenditure has risen by 99 percent over the same period.
Some of the increase is due to inflation in the costs of materials, wages and postage, while part can be attributed to a greater commitment to precision targeting of direct mail campaigns and a more widespread availability of sophisticated targeting tools.
It is estimated that mail users ...