The majority of direct marketing professionals use non-catalogue direct mail such as press or magazine advertising, a new report from the Direct Marketing Association (DMA) has found.

According to the DMA’s Direct Mail Best Practices, Benchmarks and Strategies report, 90 per cent of marketers and direct marketing firms use non-catalogue direct mail, with 46 per cent saying it is their primary channel for promotions.

Furthermore, companies that use non-catalogue direct mail spend an average of 46.9 per cent of their total annual advertising expenditures on the channel.

The survey also found that B2B firms are more likely than B2C firms to provide a URL (84.4 per cent versus 78.8 per cent) or an email address (75.9 per cent versus 64.4 per cent) in order to be contacted.

Use of non-catalogue direct mail is expected to grow in the near future – 44.1 per cent of respondents who use the channel said they expect usage to increase in 2008 compared with 2007.

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Related Topics: Direct Mail