Direct mail: Top 100 direct mailers

There is no shortage of issues afflicting the direct mail industry, with spend down 10% year on year, from £1.87bn to £1.68bn. Finance and mail order, the two top-spending categories, reduced their spend significantly as more work is moved online. In addition, despite talk of better targeting, rates of unopened mail have changed little.

DIRECT MAIL SPENDERS

Rank Advertiser Spend Volume
07 06 (pounds) (mailings)

1 1 MBNA Europe 45,005,984 100,038,193
2 3 Capital One 36,971,407 82,164,196
3 2 Lloyds TSB 32,473,057 72,159,254
4 7 BSkyB 29,651,174 53,916,237
5 4 Direct Wines 27,137,718 31,927,274
6 13 BT 24,475,061 44,501,454
7 5 Saga Services 23,816,186 51,324,084
8 10 Halifax 22,818,054 50,697,837
9 24 Barclaycard 20,077,195 43,502,349
10 12 Damart 18,979,829 30,613,498
11 31 Healthy Direct 18,211,492 23,348,543
12 11 The Book People 17,448,902 23,902,933
13 8 Redcats UK 15,961,092 25,744,282
14 29 RIAS 14,918,120 33,147,754
15 18 Reader's Digest 13,992,687 19,168,497
16 15 Norwich Union
Direct 13,829,357 30,470,403
17 22 Beaconsfield
Footwear 13,813,685 22,294,465
18 19 Response Direct
Publishing 13,608,160 21,949,116
19 27 Littlewoods 12,012,674 19,365,516
20 32 Home Service GB 11,686,898 25,971,798
21 17 Saga Holidays 11,510,453 19,202,417
22 26 Unilever UK 10,692,680 12,838,569
23 21 Shop Direct 10,640,170 15,038,583
24 6 NTL UK* 10,046,698 18,262,072
25 37 Bradford
Exchange 10,045,339 16,197,297
26 48 Westminster
Collection 9,992,820 16,117,875
27 46 Thompson &
Morgan 9,659,383 18,225,846
28 14 JD Williams
& Co 9,493,592 15,307,601
29 38 La Redoute 9,308,018 15,013,154
30 45 RAC Motoring
Services 9,076,719 13,564,401
31 25 Mint
(RBS Advanta) 8,868,588 19,712,077
32 33 DFS 8,861,010 16,719,248
33 9 LV Group 8,846,821 19,659,602
34 42 Chums 8,564,878 13,814,775
35 34 Tesco 8,481,314 15,997,776
36 91 Powergen 8,367,719 15,220,918
37 - Virgin Media* 8,214,687 14,936,198
38 23 First Direct 7,852,258 17,449,786
39 40 Barclays Bank 7,700,334 17,102,230
40 44 AXA Sun Life
Direct 7,523,606 16,714,751
41 52 Nationwide 7,307,333 16,238,962
42 - Inside Track 7,259,125 13,710,550
43 60 Direct Line
Insurance 7,137,119 15,829,603
44 58 Healthspan
Direct 6,948,226 8,908,162
45 55 Sainsbury's 6,916,303 13,049,862
46 35 Alliance &
Leicester 6,837,405 15,189,663
47 28 NatWest 6,760,417 15,023,546
48 36 Churchill
Insurance 6,666,064 14,822,666
49 54 PDSA 6,619,977 15,761,205
50 53 Debenhams 6,542,201 13,201,633
51 - Zurich
Insurance 6,536,365 14,520,596
52 - More Th>n 6,524,058 14,498,310
53 20 Loans.co.uk 6,484,160 14,404,490
54 43 British Gas 6,392,118 12,385,667
55 69 Age Concern
(England) 6,315,137 14,910,742
56 67 Tower Health 6,240,526 8,000,821
57 - Health & Home
Shopping 6,217,287 10,028,011
58 - British Heart
Foundation 5,953,778 14,176,271
59 96 The Salvation
Army 5,944,822 14,154,802
60 41 Matalan 5,939,439 11,206,697
61 30 Cancer Research
UK 5,891,901 14,028,809
62 - HFS 5,787,390 12,861,421
63 - Castle Cover 5,753,397 12,785,885
64 62 Kaleidoscope 5,685,694 9,170,724
65 75 Domestic &
General 5,635,696 12,537,980
66 70 Boots 5,595,450 10,758,963
67 - Abbey 5,449,745 12,100,765
68 - RBS 5,356,536 11,917,476
69 72 Dream Direct 5,217,245 8,845,608
70 - The Smile Train 5,175,712 12,323,649
71 63 IFAW 5,161,838 12,290,590
72 78 Hastings Direct 5,138,279 11,418,636
73 - Carphone
Warehouse 5,057,460 9,195,382
74 - Bakker Holland 5,029,266 9,489,462
75 - News
International 4,989,194 6,834,641
76 99 The Royal
British Legion 4,965,899 11,824,077
77 47 Healthy Living 4,914,764 6,301,130
78 - Co-operative
Insurance Soc. 4,912,164 10,916,197
79 - British Red
Cross 4,889,748 11,642,750
80 - ADA 4,839,145 10,748,914
81 - World Cancer
Research Fund 4,803,804 11,438,154
82 - Scotts of Stow 4,786,902 8,170,440
83 - Bhs 4,762,795 8,986,539
84 71 Everest 4,668,288 8,808,364
85 88 Flying Flowers 4,643,333 8,229,894
86 93 Marks & Spencer
Money 4,606,673 10,059,382
87 - Homebase 4,540,748 8,567,665
88 - Macmillan
Cancer Support 4,498,638 10,711,439
89 - AXA PPP
Healthcare 4,427,186 9,838,361
90 79 Bose 4,403,862 8,309,434
91 - Norwich Union
Persnl Finance 4,354,858 9,677,843
92 - AICR 4,345,791 7,539,805
93 - Scottish
Friendly Ass. 4,300,705 9,557,373
94 - Coopers of
Stortford 4,260,226 8,038,436
95 - Diageo GB 4,249,333 4,999,215
96 - Christian Aid 4,207,918 10,019,284
97 - AA Financial
Services 4,175,777 9,279,646
98 - Picture Financl 4,150,378 9,237,067
99 - Saga Publishing 4,098,880 5,615,068
100 85 RNLI 4,091,834 9,742,912

Rank Advertiser Retention Acquisition DMpounds % of
yr/yr total
07 06 (%) (%) chng(%) budget

1 1 MBNA Europe 55.36 44.64 1 88
2 3 Capital One 3.46 96.54 21 56
3 2 Lloyds TSB 78.19 21.81 -21 52
4 7 BSkyB 34.11 65.89 28 21
5 4 Direct Wines 57.78 42.22 -7 96
6 13 BT 77.66 22.34 45 24
7 5 Saga Services 50.08 49.92 -10 88
8 10 Halifax 38.48 61.52 10 43
9 24 Barclaycard 46.47 53.53 72 57
10 12 Damart 75.96 24.04 1 93
11 31 Healthy Direct 17.85 82.15 100 97
12 11 The Book People 46.25 53.75 -7 99
13 8 Redcats UK 48.20 51.80 -27 92
14 29 RIAS 34.23 65.77 58 89
15 18 Reader's Digest 50.91 49.09 4 94
16 15 Norwich Union
Direct 33.40 66.60 -7 33
17 22 Beaconsfield
Footwear 54.03 45.97 16 96
18 19 Response Direct
Publishing 0.00 100.00 4 100
19 27 Littlewoods 18.79 81.21 10 77
20 32 Home Service GB 97.64 2.36 34 100
21 17 Saga Holidays 44.05 55.95 -16 93
22 26 Unilever UK 10.63 89.37 17 6
23 21 Shop Direct 36.12 63.88 -35 47
24 6 NTL UK* 19.28 80.72 -62 41
25 37 Bradford
Exchange 11.51 88.49 29 62
26 48 Westminster
Collection 64.30 35.70 37 84
27 46 Thompson &
Morgan 39.52 60.48 31 99
28 14 JD Williams
& Co 78.13 21.87 -37 30
29 38 La Redoute 55.03 44.97 21 90
30 45 RAC Motoring
Services 13.90 86.10 23 25
31 25 Mint
(RBS Advanta) 51.43 48.57 -20 69
32 33 DFS 0.00 100.00 5 8
33 9 LV Group 50.44 49.56 -59 74
34 42 Chums 19.56 80.44 15 77
35 34 Tesco 89.18 10.82 2 11
36 91 Powergen 31.96 68.04 79 56
37 - Virgin Media* 33.05 66.95 0 20
38 23 First Direct 41.38 58.62 -33 85
39 40 Barclays Bank 22.44 77.56 0 24
40 44 AXA Sun Life
Direct 43.57 56.43 1 46
41 52 Nationwide 53.59 46.41 14 34
42 - Inside Track 0.00 100.00 361 71
43 60 Direct Line
Insurance 34.13 65.87 20 17
44 58 Healthspan
Direct 9.17 90.83 6 85
45 55 Sainsbury's 86.36 13.64 13 11
46 35 Alliance &
Leicester 69.67 30.33 -16 35
47 28 NatWest 64.86 35.14 -30 32
48 36 Churchill
Insurance 0.77 99.23 -15 23
49 54 PDSA 64.18 35.82 6 83
50 53 Debenhams 73.69 26.31 6 24
51 - Zurich
Insurance 23.09 76.91 60 37
52 - More Th>n 28.85 71.15 102 44
53 20 Loans.co.uk 59.42 40.58 -47 78
54 43 British Gas 60.70 39.30 -14 19
55 69 Age Concern
(England) 12.05 87.95 15 93
56 67 Tower Health 0.00 100.00 11 100
57 - Health & Home
Shopping 64.76 35.24 45 60
58 - British Heart
Foundation 22.26 77.74 37 63
59 96 The Salvation
Army 29.51 70.49 30 98
60 41 Matalan 11.45 88.55 -21 41
61 30 Cancer Research
UK 47.67 52.33 -36 38
62 - HFS 86.09 13.91 37 91
63 - Castle Cover 16.45 83.55 0 81
64 62 Kaleidoscope 34.13 65.87 -3 79
65 75 Domestic &
General 97.41 2.59 8 100
66 70 Boots 95.75 4.25 3 11
67 - Abbey 80.14 19.86 41 21
68 - RBS 87.66 12.34 22 38
69 72 Dream Direct 57.02 42.98 -2 93
70 - The Smile Train 0.75 99.25 0 84
71 63 IFAW 47.11 52.89 -11 98
72 78 Hastings Direct 9.09 90.91 0 46
73 - Carphone
Warehouse 82.96 17.04 167 28
74 - Bakker Holland 65.78 34.22 14 100
75 - News
International 28.33 71.67 82 15
76 99 The Royal
British Legion 10.90 89.10 10 84
77 47 Healthy Living 25.67 74.33 -33 80
78 - Co-operative
Insurance Soc. 32.28 67.72 149 74
79 - British Red
Cross 71.47 28.53 35 90
80 - ADA 12.18 87.82 272 100
81 - World Cancer
Research Fund 44.83 55.17 12 100
82 - Scotts of Stow 62.23 37.77 18 89
83 - Bhs 54.27 45.73 32 86
84 71 Everest 7.36 92.64 -13 93
85 88 Flying Flowers 34.67 65.33 -3 90
86 93 Marks & Spencer
Money 97.49 2.51 -1 34
87 - Homebase 100.00 0.00 98 15
88 - Macmillan
Cancer Support 11.58 88.42 48 65
89 - AXA PPP
Healthcare 19.76 80.24 103 82
90 79 Bose 9.28 90.72 -13 38
91 - Norwich Union
Persnl Finance 10.69 89.31 0 39
92 - AICR 43.42 56.58 108 100
93 - Scottish
Friendly Ass. 17.82 82.18 1 92
94 - Coopers of
Stortford 63.73 36.27 15 84
95 - Diageo GB 0.00 100.00 57 20
96 - Christian Aid 70.46 29.54 5 64
97 - AA Financial
Services 84.53 15.47 -6 83
98 - Picture Financl 0.00 100.00 16 21
99 - Saga Publishing 28.09 71.91 62 98
100 85 RNLI 21.76 78.24 -16 95

Source: Nielsen Media Research
NOTE: Figures are for 12 months to June 2007
*Virgin Media was formed in November 2006 following the merger of Virgin
Mobile and NTL:Telewest

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