The automotive industry has increased its use of direct mail in its marketing campaigns, sending 11.35 million items in the last quarter of 2004, according to new figures from the Direct Mail Information Service.
Volumes between October and December 2005 increased 4.9% on the previous year.
DMIS research revealed 45% of consumers that receive automotive direct mail respond in some way. The most common call to action is to visit a car dealership (21%). The DMIS said 12% of those consumers went on to purchase a car.
DMIS produces quarterly statistics on direct mail volumes and expenditure across various sectors by analysing information obtained through two studies on mail received in the home. The studies - Consumer Panel and Mailing Characteristics - undertaken by Royal Mail involve several thousand addresses that are representative of the nation (and monitored by Taylor Nelson). Response rates are determined by DMIS's own studies.