Growth Slows for UK Direct Mail

12 February 2003

Britain’s direct mail sector enjoyed healthy expansion in 2002, but there are signs that growth is slowing.

According to the Direct Mail Information Service, volumes jumped 5.9% during 2002 (the same rate as in 2001). The fourth quarter, however, saw more modest year-on-year growth of 3.7% to 1.3 billion items – well below Q3’s 7.7% rise.

Expenditure on the sector jumped by 6.6% to £2.4bn for the full year, but again the fourth quarter showed a slower pace, rising 3.9% to £666.7 million.

“The signs that percentage growth is levelling off year-on-year may signal the end of ‘boom growth’,” declared DMIS managing director Jo Howard-Brown, who explained that the increasing use of targeted mailings would affect direct mail volumes.

Howard-Brown added that there had been “around a three to five per cent shift in marketing budgets from above-the-line to below-the-line methods.”

Data sourced from:; additional content by WARC staff