The Top 100 Mailers 2009 report published by sister titles Marketing Direct and Marketing has stated that BSkyB is the top direct mailer in the UK. The report covers the 12-month period between July 2008 and June 2009.

The survey, based on data from Nielsen Media Research, features the 100 brands that spend the most on direct mail and includes some of the UK’s best known organisations such as BT, Tesco and Virgin Media.

Telecoms and broadband giant BSkyB tops the league of spenders, with £31.8m spent on direct mail in 2008/2009, up 79% on the year before.

Although overall spend by the 100 in 2008/2009 was down 9.9% on 2007/2008, nearly half the brands in the report increased the amount they spent on direct mail to existing and potential customers.

Telecoms providers have taken the place of financial services as direct mail’s key user base, with three out of the top 10 spenders as competition over broadband and voice services intensified.

The increase in BSkyB’s spend is partly attributed to the firm’s marketing push of its HD television service. According to the report, direct mail accounted for more than a fifth of BSkyB’s marketing spend.

As featured on Marketing Direct.

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