MPs ‘in the dark’ over value of direct mail to economy

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The majority of MPs significantly underestimate the contribution of the direct mail sector to the UK economy, according to research published by the All Party Group on Junk Mail.

The research, which was sponsored by The REaD Group, found that the majority (71%) of MPs believe direct mail contributes under £25 billion to the economy, well short of actual contribution of £43.7 billion made by the sector.

The research, carried out by ComRes, on behalf of the All Party Group on Junk Mail revealed 97% of MPs receive unsolicited junk mail and have concerns about the steps taken by the industry to improve data handling and reduce the environmental impact of direct mail.

“These findings show the direct mail industry must increase awareness of efforts to improve practices in the industry and rebut misconceptions that exist,” said Chair of the All Party Group on Junk Mail, Paddy Tipping MP.

“It is also vital that more is done to educate the public on how to manage the amount of direct mail they receive.

He added, “Better targeting of mailings serves to reduce the environmental impact of direct mail and the Direct Marketing Association’s PAS2020 environmental guidelines will ensure improvements in this area continue.”

Other findings from the report include that 93% of MPs believe that it is important that people can reduce the amount of junk mail they receive if they want to.

Additionally 73% of MPs do not believe the industry takes appropriate measures to mitigate its environmental impact, while 76% of MPs believe personal information is too freely available to direct mail companies.

Chief of membership and brand, Direct Marketing Association, Robert Keitch, said that the research highlighted the common misconceptions of the industry – misconceptions that needed to be addressed.