Tag: Direct Marketing Association – DMA (UK)

Direct mail marketing has lost none of its popularity, especially for financial services companies. But are they going to take up digital? In the face of an advertising recession, direct mail has been showing continual growth, with spending in the UK rising 4.6% in the first quarter of 2003 and total expenditure at GBP658.2 million, according to the DMIS, which provides direct mail figures for Royal Mail. But that’s not necessarily bad news for digital marketing. Again, according to Royal Mail, 42% of marketers using direct mail also use email marketing, and this figure rises to 50% among the top 500 advertisers. More marketers and agencies are realising that digital media, such as SMS and email, can enhance their use of direct mail in an integrated campaign. ‘We see email and SMS as complementary to the established strengths of mail media,’ says Tim Rivett, head of advertising markets at Royal Mail.