Annual research conducted by fast.Map on behalf of TNT Post UK has showed a positive outlook for the future of the Direct Mail industry. The results come from a study of marketers and consumers combined with a survey conducted by TNT Post UK to its customers.
Over three-quarters of respondents expect direct mail volumes to grow or maintain stable in the next 12 months. Whilst most encouragingly well over two-thirds believe that DM is the most important marketing and promotional medium despite the rise of digital and social media channels.
The positive outlook reflects a revival of direct mail spending by financial services and FMCGs.
Further insights into consumer habits regarding the receiving and reading of direct mail showed that the majority of recipients preferred to receive DM with the morning post and that most recipients read the DM piece as soon as it arrives.
Commenting on the results Lieneke Happel, Director of Marketing and Strategy, TNT Post UK said: “We are pleased that direct mail continues to be seen as the most effective promotional tool used by marketers and that it is holding its own in a very competitive landscape. The consumer insights were revealing and present some creative opportunities for DM users.