2005 Top 100 Direct Mail Spenders: Sponsors' Statement - Consumers do see the benefits of mail

by David Coupe, managing director, Experian Marketing Services, Marketing Direct 16-Jun-05, 12:38

A glance at the Top 100 direct mail spenders league might give the impression it's been a questionable year performance-wise. However, on closer inspection, it actually shows just how much the direct marketing industry's come on over the past 12 months.

While spend in 2004 was marginally down on the previous year, this only paints part of the picture. Let's not lose sight of the fact that volume and spend are still in good health and are set to continue, because quite clearly direct mail is working and that's indisputable.

Experian research published in the Financial Times in November showed that 38 per cent of consumers respond to direct marketing offers to request more information and 62 per cent of these make a purchase as a result.

The research also revealed that direct mail is the most popular channel for many products and services because the British consumer likes to 'see what he or she is buying on paper'.

2004 saw an increase in the number of organisations improving their direct marketing practices. Many of these are listed in the league that follows, which not only reflects a growing awareness of consumer preferences, but also the continual evolution in targeting and greater emphasis placed on data quality.

The messages are simple: direct marketing is at a point where it can reach the right audience, with the right message at the right time and, despite some popular misconceptions, the consumer actually recognises and values its benefits.