The UK Direct Mail market is often the harbinger of changes in other markets with similar profiles. The new report data indicates that for the first time in more than two years, direct mail has returned to growth. “The Strategic Mailing Partnership (SMP) welcomes this data as a clear indication that direct mail remains a vital part of the media mix. As brands increasingly focus on consumer trust and engagement, the tangible, personal nature of mail offers a unique advantage. The industry is evolving, with innovations in data-driven targeting and AI-enhanced personalisation ensuring that direct mail continues to complement digital channels effectively,” says Lucy Swanston, SMP Chair.
Philip Ricketts, Wholesale Commercial Director at Royal Mail, comments: “The latest data from AA/WARC reflects an advertising industry that is returning to confidence and investing in a healthily varied media mix. With an overall year-on-year growth rate of 11.2%, ad spend is clearly being viewed – as it should be – as a revenue generator. This is an upgrade of 0.6 percentage points (pp) from the October forecast, with full year spend expected to reach £40.7bn.” Looking ahead, further growth of 6.9% is anticipated in 2025, bringing the total market value to £43.5bn. This continued upward trend presents a strong opportunity for the mailing industry to reinforce its role in integrated marketing strategies.
Read the entire press release here.
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