Consumer Direct Mail - Just How Effective Is It?

This paper sets out to demonstrate the effectiveness of consumer direct mail in Great Britain, illustrated by ist rapid growth rate and increasing share of advertising expenditure.

Consumer Direct Mail – Just How Effective is it?

Fiona BellRSGB, United Kingdom and Nick Francis Royal Mail, United Kingdom

THE CONSUMER DIRECT MAIL MARKET

Direct mail is defined as personally addressed advertising delivered through the post. In Great Britain the direct mail industry is booming, despite one of the worst recessions on record. In 1993, 904m was spent on direct mail (including production costs) and the sector accounted for 10.8% of all advertising expenditure. This is compared with 7.7% in 1983. Direct mail expenditure in the UK is almost certain to have breached the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands