The Advertising Association is including spend on direct mail in its Advertising Forecast for the first time, predicting a 4.1percent rise in spending on the medium in the UK in 2004.
The figure puts the medium behind the overall growth rate for other media of 4.8percent, but only includes mailouts and not other aspects of direct marketing, such as door drops and inserts.
Read MoreShipShapes, the pioneer in Customized MarketMail (CMM), is the first to take advantage of recent changes authorized by the United States Postal Service (USPS) that allow marketers to add attachments, such as a key, casino chip, product samples, compact disc, gift card or business reply card to CMM direct mail pieces. CMM, a classification of mail approved by the USPS last year, allows for non-rectangular, over-dimensional pieces of mail to be shipped without a package, carton or envelope. ShipShapes allows direct marketers to take advantage of CMM to communicate with target customers and increase their return on investment.
Read MoreThe Marriage of Direct Mail and Transactional Mail
Post Europe Customer Forum 2004
Brussels
Peter Joziasse
TPG Post
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.
Read MoreDirect mail is the focal point of a new advertising campaign the U.S. Postal Service have launched. The campaign demonstrates just how influential mail can be in a multi-channel marketing campaign and will appear in major marketing and business publications.
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