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Direct Mail Not Being Replaced by Email but Latter’s Use is Growing
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According to Mintel Comperemedia, a media monitoring service, direct mail offers sent in 2007 to companies' current customers increased 17 percent from 2006.
Of the top five mailing sectors tracked, four sent more direct mail offers to customers in 2007:
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| Top 5 Mailing Sectors |
+/- % Direct Customer Mailings
(from 2006 to 2007) |
| Automotive |
52% |
| Insurance |
29% |
| Telecommunication |
22% |
| Credit card |
18% |
| Mortgage and loan |
-3% |
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In conjunction with direct mail increases, certain sectors are looking to email marketing to connect to potential customers. Travel and leisure companies sent 40 percent of all current customer emails during 2007 and the banking and credit card sectors were responsible for another 40 percent.
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| SOURCE: Mintel International as reported by TradingMarkets.com. Numbers based on research panels representative of the U.S. population. |
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