DM down

Direct mail spend down nine per cent

Spend on direct mail fell by nine per cent in 2007, according to The Top 100 Direct Mail Spenders report published by Marketing Direct today.
The report, based on a survey of more than 6,000 consumers by media consultancy Billetts, reveals that declining response rates, a shift to digital and environmental pressures are behind the decline in budget being allocated to direct mail.

Financial services companies cut back spend on mail as the first effects of the credit crunch were felt half way through 2007. The top five users of direct mail - BSkyB, Saga Group, MBNA Europe, Lloyds TSB and Halifax - all registered double-digit decreases in spend in 2007 compared to the year before.

In the same period, the online advertising market, including display, classified, email and paid search grew by 38 per cent to £2.8bn.

It really is all going digital!!