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DM benefits from web traffic

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Direct mail will benefit from the growth in online marketing rather than being hindered, according to the latest research from the Direct Mail Information Service (DMIS).

The concern about the internet was that it could take a larger share of marketing revenues.

However, the DMIS study revealed that 60% of companies mail consumers as a direct result of capturing their data online, while 59% use direct mail to generate traffic to their websites.

DMIS managing director Jo Howard-Brown said: "People saying that the web is the death of direct mail is bull. Theres no question growth will slow down as there are only so many people you can mail. But with an increase in CRM and loyalty mailings rather than just selling, well easily crack the 5bn mark in terms of volume."

DM volume/spend
  • 19973.59bn/1.64bn

  • 19984.01bn/1.67bn

  • 19994.35bn/1.88bn

  • 20004.67bn/2.05bn

  • 20014.94bn/2.23bn

  • 2002 (Q1)1.36bn/630m



Story by Rachel Barnes