The UK’s building societies used direct mail for 18.8 per cent more mailshots and correspondence during the final quarter of 2006 than one year earlier, sending 15.92 million items between October and December, the latest figures from Royal Mail show.

Building societies find direct mail helps build relationships with customers, whether holding out new product offers or candidly communicating the likely impact of interest rate rises on mortgages, savings and loans, Royal Mail’s head of market development Leonora Corden commented.

“It provides a cost effective way to communicate complex financial information to existing customers and potential customers on a one-to-one basis,” she added.

Meanwhile, the charity sector sent out nine per cent more direct mail, 132 million items in total, in the run-up to Christmas than during 2005, Royal Mail found.

And government usage rose by six per cent as departments dispatched 17 million items to electors.

Royal Mail recently demonstrated its commitment to growing its direct mail business by appointing data management firm DQM Group to run a home movers service to forward direct mail to customers’ new postal addresses.ADNFCR-8000151-ID-18087897-ADNFCR

Related Topics: General Marketing