UK DMIS finds over half of mail from direct campaigns

Direct mail now makes up more than half of all items received by the average consumer in a week, according to the Direct Mail Information Service.

In its latest study, the DMIS found that 6.2 items out of a possible 12 in the average weekly postbag comes from direct mail campaigns.

More than half of consumers, or 56percent, have purchased products advertised through a direct mailing although 40percent of direct mail is left unopened.

Credit card campaigns accounted for 25percent of the total volume, followed by insurance as the second most popular at 14percent. Banking promotions accounted for 10% of the total volume of direct campaigns.

The DMIS cited value for money and convenience as the reason why most consumers are most likely to have bought through direct mail.

Jo Howard-Brown, DMIS managing director, said: “The current high level of receipt is affecting the consumer’s treatment and attitude towards direct mail, but without necessarily diluting their responsiveness and purchasing from the medium.

“If direct mail users can maintain the relevance and quality of targeting, the medium can remain effective even as it becomes more crowded.”