Direct Mail Spending Hits 17 Year High

Direct marketing is more popular than ever, with its spend rate rising at the sharpest rate since 2006 this year.

IPA Bellwether reports that its market survey shows an increased investment in direct marketing – defined by Bellwether as email and physical mail – in the second quarter of 2023.

The report surveyed a panel of 300 UK marketing professionals.

18.5% of survey respondents said they increased budgets during 2023’s second quarter, compared to 4.2% in the first quarter.

“It’s unsurprising that marketers are showing renewed confidence in direct marketing channels during challenging times,” commented Ian Gibbs, director of insight for the Data and Marketing Association (DMA).

“…Trading conditions have been extremely tough for advertisers this year and they still have quarterly targets to hit. Direct channels are an essential part of meeting short-term business KPIs with measurable response rates and strong conversion to sale.”