We need more opinion leaders and top mailers to voice their points of view.  To participate click here and send us your contact details

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Origins of this research 

In our work we have seen a variety of initiatives, but we have found it difficult to compare markets and identify what is working and what is not. In this context, we commissioned "What is Driving Direct Mail 2003". 

Our goal is to identify best practices from around the world. 

The FACTS 

For the last 10 years Direct Mail volume has grown year after year. Unfortunately, while direct mail volumes have been growing, direct mail's share of total media spending has fallen dramatically. 

Some blame e-mail and the Internet for the decline in direct mail; however, many industry experts believe these new media have actually generated more mail than they have replaced.

Around the world direct mail has developed in a variety of ways. In some countries direct mail accounts for over half of all advertising spending. In others, Direct Mail is struggling to survive. 

Direct Mail is a powerful medium, and the potential for growth is huge. What we need to find out is what can be done to drive future growth. 

The Challenge ... finding reliable information to make business decisions

Despite the size and importance of the direct mail industry around the world, there is little data which can be compared across markets. This makes it difficult to identify what is working where and why. 

In this research we want to identify which countries have been successful in developing their direct mail markets and why. Our goal is to collect reliable information and the best ideas in one place. We want to identify the best practices for further market development based on market size and current market conditions. 

To do this, we will be collecting data from the national postal Services, direct marketing associations, direct mail users, and industry opinion leaders. This is the largest study of its kind done to date, and we need your help. 

The largest research study of its kind . . .

Data from the United Postal Union, information on media spending from the World Advertising Research Centre, and economic data from the World Bank will be combined with data from the national postal services, direct mail users, and industry opinion leaders.
Requests for participation will be sent to
• All the chairs of the national Postal Services 224
• All the UPU contacts from the national postal services 224
• All the local Direct Marketing Associations 42
• Leading list brokers +/-100
• A selected list of direct mail users +/- 500
• Opinion leaders in the Postal Industry +/- 500
(e.g. lead speakers at conferences, Echo award judges…) 

All research participants will be provided with a summary of the research. The results will be first presented at the World Mail & Express Europe Conference & Exhibition, 13-15th May 2003 Rome.