British travellers respond to direct mail

27th Mar 2006

Travel companies enjoy an average response rate of ten per cent when using direct mail in their marketing campaigns, new figures from DMIS research have revealed.
This is one of the highest response rates across all business sectors that use mail in consumer campaigns.

These strong results are welcome given the news that tour operators are cutting capacity of package holidays by 2% this year in a bid to follow a more business-like strategy, instead of following a more short-term price-led approach.

Leonora Corden, Head of Market Development at Royal Mail, 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.”

The travel sector sent 214 million items of direct mail in 2005 - up by 6.5 million items on 2004, figures just released have also revealed.

Leonora Corden added: “The research is a great indicator of the effectiveness of the mail as a communication tool. 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.”



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