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Finance industry leads way with direct mail

Research by the Royal Mail has revealed that direct marketers in the

finance sector make more use of direct mail than other industries.

The survey, An Insight into Direct Mail, covered 200 direct-marketing

people in a range of sectors including manufacturing, business services and

publishing. It found that 40 per cent of respondents in the finance sector

spend over half if not all their time on direct mail rather than other

direct marketing activities.

The finance sector also receives most praise for what it produces, with 44

per cent of respondents from all industries saying it is responsible for

the best direct mail.

Companies commended in the survey for producing eye-catching direct mail

include smile.co.UK, Norwich Union, Lloyds TSB and Amex.

Finance companies have the biggest direct mail budgets, with a quarter of

direct marketers saying they have more than £500,000 to spend.

This compares with business services where 27 per cent say their budget is

less than £20,000.

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