Mail on Sunday turns to direct mail
|12 Jul 2011 11:27 BST||Back|
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The Mail on Sunday is targeting News of the World readers with a direct mail campaign.
The mailers are due to hit 1.5 million homes from Monday 18 July and will be one of the largest in the newspaper’s history. It is a bid to build market share by capitalising on the closure of the News of the World.
This major DM push will come as a surprise in some industry circles, coming as it does from one of the most vocal critics of direct mail – often referred to as ‘junk mail’ in its pages.
The publisher is believed to be looking at other marketing activities, including above-the-line activity, to complement its direct mail campaign.
The Mail on Sunday is harnessing the power of a highly targeted and cost-effective medium. UK businesses spend £11.2 billion on direct mail and it generates £16 billion in sales.