The recent study from GI Solutions Group's direct mail division, GI Direct, found that the music and entertainment, mobile phone and electronics industries had employed the strongest transpromo initiatives.
The least advanced schemes were found in the credit card issuers and travel agency sectors.
Patrick Headley, sales and marketing director at GI Direct, said: "As pressure is mounting on marketers to achieve improved return on marketing investment in 2009, harnessing transpromo for cross sales, or to subsidise scheme costs through third party revenue, is turning into a commercial imperative."
Recent research from Nielsen Media Research also showed that the credit card sector was at the vanguard of the downturn in direct mail spend last year. The sector dropped 10.57% to just over £124m, with Capital One cutting its spend by 83%.
GI Direct identifies transpromo success in report
Nearly 20% of the UK's top 100 loyalty schemes are now printing transpromo adverts in the white space of their statement mailings, a report has found.
