News Article Published:
Tuesday, 31 July 2007
Category:
Financial Services
Direct mail marketing spending rose by ten per cent in the last year, with financial service providers accounting for the biggest spenders, new figures have shown.
According to Marketing Direct's Top 100 Mailers report, the top 100 biggest spenders on marketing material shelled out £718.4 million on direct mail in 2006.
Financial services providers remain the biggest spenders, occupying seven out of the top ten positions in the league table of top marketers and 14 of the top 20 positions.
Lloyds TSB was very top of the table, even though it cut its spending by 22 per cent last year, while Capital One came in second for spending. Norwich Union Direct meanwhile also decreased its overall spending by 16 per cent, the only company to cut its marketing budget in the top ten.
The increase in direct marketing spend will surprise many experts, as figures have declined over the past two years. Last year alone, spending on direct mail marketing dropped by 27 per cent.
But this year, almost half of the top 100 spenders increased their budgets for direct mail, while only 15 did so the previous year.
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