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Travel sector responsible for 214m direct mail items
The travel sector sent 214 million items of direct mail last year – up by 6.5 million items on 2004, new figures show.
Travel companies receive an average response rate of 10% when using direct mail in their marketing campaigns, according to statistics from Direct Mail Information Service.
This is described as one of the highest response rates across all business sectors that use mail in consumer campaigns.
Royal Mail head of market development Leonora Corden said: “These high response rates will encourage travel companies to continue to use direct mail as a cost-effective way of generating more bookings, securing their share of this reduced capacity whilst maintaining their profit margins.
“Travel companies are recognising the benefits of using direct mail as a way to build their brand and create customer loyalty by educating their customers on holidays, resorts and new locations, as well as to actually drive sales.
“Direct mail provides a cost effective way for travel companies to communicate with existing and potential customers on a one-to-one level.”
Report by Phil Davies
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