Direct Mail third most important channel in UK and USA
Direct mail has once again proven that marketing professionals are returning in droves back to this tried, tested and effective medium.
UK advertising expenditure for direct mail rose 4.5% to £965m over the first six months of 2015, and is forecast to reach £1.9bn by year-end, according to the latest results from the AA/Warc UK Expenditure Report.
When measured by expenditure, advertising mail is the third-largest medium for advertising in the UK, behind TV and pure play internet. Its share of all UK adspend over the first half of the year stood at 10.4% – rising to 15.1% when measuring only display – and spend of £965m was the highest recorded in the years following the financial crash in 2008.
The situation for DM spend in the USA is similar, with TV representing 25% of the investements and Direct Mail 17%. (The totals for the USA include however also Teleservices which represent 15%. It is expected that 2015 will be a top year for the advertising industry with growth for every channel with the exception of newspapers.
Royal Mail‘s focus on the mail advertising sector for promotional personalised marketing, plus the introduction of more advertising friendly services such as Mailmark, and the recently introduced catalogue admail, is helping to incentivise marketing departments to utilise mail in conjunction with other mediums to create tangible touch points.
Reduced pricing for ad mail – particularly in Mailmark services means that there is actually an effective price reduction for these marketing lead mail services. Combine this price drop with the well documented results that a physical printed piece has on the recipients’ engagement and response in relation to the advertising brand, results in a win:win.
Magazines too invest a lot in understanding the role they play for consumers. Various articles point at the unique position of magazines. Certainly when it comes to engagement and client retention. new publications are increasingly rising, particularly when used in conjunction with interactive e-publishing and branded smartphone apps.
Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2C, Direct Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: email@example.com +44 (0) 20 8293 8550