Figures for the second quarter of this year show volumes rose to 12.3m, up from 10.9m in the same period in 2005. It represents a 12.3% increase.
Tony Pile, market development manager, says: “The automotive sector is showing growth in direct mail volumes. Car manufacturers and dealers are embracing mail as the medium that best communicates the benefits of their cars and makes a direct connection to the customer through targeting.”
Pile says there has been a significant lift in the volume of mail sent to the 55-64 year age bracket, possibly as a result of retailers identifying the grey market as a responsive and valuable target audience.
“Direct mail has raised awareness of new models and is driving consumers to visit showrooms. We find that buyers respond well to brochures that provide a depth of information unachievable through other advertising media.”