The Bristol-based software and mailing production firm surveyed 1,000 16- to 44-year-olds and found 30% read the marketing material. DSTi has claimed the unread leaflets cost banks 112.5m a year.

"It is important that we understand the market and its trends," said DSTi head of marketing Malcolm Webb. "We worked on a sample that was fully representative of the population. The figure of 30% is one that many in direct mail would expect to get on any campaign."

He added that the results of the survey confirmed that the firm was "on the right track" with its production of full-colour personalised marketing on bills and statements.

"When you consider an average leaflet in a statement costs 10p to design and 20p to post, banks are wasting over 110m on material not read by the customer," said DSTi chief executive Tim Delahay.

Others in the mailing sector agree that is the direction the market is heading.

"Putting a full-colour marketing message on statements is on the increase, but it is difficult to justify that offer to every customer," said K2 chairman Kevan Coleman.

"There is a trend of looking at new technology and the impact it can create," added Corporate Mailing Matters director Martin Williams.

See Analysis, p24.

DSTi research 
- 1,000 16- to 44-year-olds surveyed

- 30% read leaflets inserted with monthly statements

- 375m leaflets and ads unread equivalent to 125,020 trees

- Banks wasting 112.5m on inserts