UK government and health sectors see significant growth in direct mail volumes
The government sector’s use of direct mail has increased by six per cent, new figures revealed today.
Government organisations sent a total 17.47 million mailings in the last quarter of 2006, up from 16.48 million in the same period in 2005, reported Royal Mail.
This strong result illustrates the importance of direct mail to the public sector for communicating important and often complex information and reflects the increase in winter campaigns providing advice on staying warm and healthy during the cold period.
Royal Mail also revealed a rise in the volume of direct mail sent to the 55 – 64 year old age group. In addition to being responsive to direct mail, this generation is also a particularly important target audience for government organisations when relaying information about pensions, benefits and health advice.
Estelle Spence, Market Development Manager of Royal Mail, said: “The increase in direct mail volume indicates the effectiveness of the medium for the public sector. It is a cost efficient and effective way of personally reaching people and providing them with the relevant information that affects their lives.”
Other sectors that performed well include building societies with a year on year volume increase of 18.8 per cent to 15.92 million items. The charity sector also showed strong growth with a volume increase of 9.1 per cent to 132.27 million direct mail pieces.
Overall direct mail volumes during October to December 2006 experienced a slight fall with 958.69 million items sent compared with one billion mail pieces during the same period in 2005. This is a result of companies across all sectors improving their targeting to create even more relevant and personal offers for their customers and prospects.
Issued on behalf of Royal Mail by Eulogy!
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