First recorded fall in direct mail volumes

Fundraising | Celina Ribeiro | 1 May 2009

Direct mail volumes and value have taken a dive in both the UK and US markets as advertisers look to make more efficiencies in marketing.

In the US, a white paper produced by the Winterberry Group reported that spending on direct mail had dropped by 3 per cent in 2008 – the first drop in direct mail spend since records began in 1945 – and predicted the slump would worsen in 2009 with a fall of 9 per cent on 2008 levels. The fall in volume, however, was more dramatic with a contraction of 12 per cent.

Figures in the UK are not nearly so severe, but last year’s drop of 0.7 per cent was the first fall in direct mail numbers on record – although Royal Mail records only go back to 2004.

In order to encourage more direct mail and promote its value, Royal Mail has launched the Mail Media Centre website aimed at top advertisers and agencies in the country. The website will feature advice, case studies and other direct mail research and is free to register.

Who's Who: Celina Ribeiro

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