A Peterborough company employing 30 people has welcomed evidence that
increasing use of e-mail and the internet has not reduced the amount
of material being sent through the mail.
Mailtech - based in Fengate,
Peterborough - provides a wide range of direct mail services, ranging
from maintaining computer records of names and addresses through to
printing and mailing letters, brochures and other material.
Mailtech director Andrew Whittaker
said: "There was initially a concern that the internet could have
a negative effect on our business. In fact, the reverse seems to be
The Direct Marketing Association (DMA)
has just published a census of the direct marketing industry in the
UK. It shows that there is increasing use of new media such as
websites and e-mail - this is now the fourth most popular form of
However, this rise in internet and
e-mail promotion has not slowed the continuing growth in direct mail.
The DMA census estimates expenditure on this medium rose to almost
£2,200 million in 2000 with more than 4.6 million items being mailed
- up around 9 per cent since 1998.
Direct mail sent by businesses to
their domestic customers was valued at almost four times the value of
direct mail sent between businesses but both grew at about the same
Overall, the DMA estimates that direct
marketing expenditure in 2000 was around £10.1 billion - a 22 per
cent increase on the figure in 1998.
Andrew Whittaker said: "The
continuing growth of direct mail - and of direct marketing generally -
is good news for Mailtech. It means we can continue to plan for growth
"We have expanded our workforce
by 20 per cent over the past twelve months and invested in new
equipment. We plan to expand further during 2002."