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Boost for number of direct mailings

Direct mailing is continuing to grow in volume and exp-enditure despite signs of an economic slowdown, accor-ding to the Direct Mail Information Service.

Its latest figures show that mailing volume inc-reased by 4.5 per cent in the period from July to September, rising to 1.23 million items of direct mail from 1.18 million.

DMIS says the rise has been driven by an increase in mailings from the insurance industry, which is one of the biggest direct mailers in terms of volume and home shopping sectors.

Mailing rocketed by 19.7 per cent in the insurance sector to 94.54 million items from 78.98 million, while in the home shopping sector, volumes hit 122.8 million, up by 9.2 per cent from 112.5 million.

Of the smaller volume mailers, the health sector&#39s volumes rose by 47.4 per cent to 9.14 million items from 6.2 million. But mailings to the AB socio-economic sector fell by 16 per cent compared with mailings to the DE sector, which increased by 22 per cent.

There was also a significant rise in mailings to the “grey” market, with volumes to 55-64-year-olds up by 39 per cent to 171.4 million items from 123 million.

Managing director Jo Howard-Brown says: “In the current climate, any growth is encouraging and the statistics underline that, when times get tougher, direct mail remains an integral part of the marketing mix because of its accountability and cost-effectiveness.”


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