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Rise in direct mail to target new buyers

Direct mail is on the increase as a form of targeted marketing by the motor retail sector, according to new Royal Mail data.

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.”

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