Magazine article Marketing

Direct Watch

Magazine article Marketing

Direct Watch

Article excerpt

Direct mail growth rates have seesawed over the past few months, but December posted a healthy 5% year-on-year rise in activity to a spend of [pound]83.4m. But it is worth noting that this growth hid a 15% decline in financial DM caused by MBNA, Barclaycard and others mailing significantly less than in December 1999.

It was not all doom and gloom for financial mailers, with Halifax Card Services (incorporating Bank One) and Lloyds TSB particularly active, but the general downturn may signal a trend in what is a saturated market.

Areas sharply up against the previous year included FMCG, buoyed by major campaigns from Lever Brothers, Van den Bergh Foods, ChocExpress, UDV and Seagram; and the utilities and telecoms market, where spend more than doubled on the back of large mailings by LineOne (offering free gifts to those signing up to its internet service), AOL (testing a number of different offers of free internet access time), BT and British Gas, which upped its activity fourfold against December 1999.

The month's top five mailers were Halifax Card Services, Reader's Digest, Lloyds TSB, MBNA and Lever Brothers.

The top five creatives mailed were Halifax Gold Cashback Visa, Consumers' Association Double Money Draw, Tesco Visa Card, Comfort and MBNA's Express Loan.

Jeremy Ridgeway is an associate director of ACNielsen MMS

     A weekly analysis of the direct marketing field in association with
         Consumer direct mail, December 2000 versus December 1999
                         Creative executions
                            December 1999    December 2000
Financial                        742              560
Cards                            154              142
Investments                        8                9
ISAs and savings                  34               19
Life and pensions                 76               57
Mortgages                         16                5
Motor/home insurance             149              135
Personal loans                   114               99
Other financial                  191               94
Non-financial                   1359             1442
Automotive                        70               50
FMCG                              67               78
Gardening/household               85               83
Health and beauty                 82               87
Holiday/travel/leisure           141              149
Mail order                       331              333
Publications/music               320              341
Retail                            88               98
Utilities/telecoms               106              163
Other, including charity          69               60
                         Estimated spend in [pound]m
                                December 1999        December 2000
Financial                          26. … 
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