A survey report from the Direct Marketing Association (DMA) reveals that direct marketing contributed substantially to company revenues in 2009.
According to the DMA’s first Value of DM report, UK companies spent £43.3 billion on direct marketing activities, while workers employed in the industry earned nearly £17 billion altogether.
The report, which surveyed 412 companies, shows that direct mail contributed to more than a third of sales to the retail sector in 2009. Of the retail industry’s £285 billion revenues, £102 billion came from direct marketing activity.
Some 50 per cent of firms in the finance sector said they plan to increase their direct mail spend, while nearly two-thirds (64 per cent) of companies in the automotive sector aim to do the same.
Chris Combermale, executive director of the DMA, said: “The report shows that direct marketing has been a consistently solid sales generator for businesses throughout all sectors.
“As well as the financial contribution direct marketing makes to UK PLC, the report also shows the value it adds to people’s lives through employment and empowering them as consumers.”