More direct marketing activity in the United Kingdom was conducted via e-mail than postal mail during the fourth quarter of 2006, reported the Financial Times. It’s the first time that direct e-mail has surpassed postal mail use in the U.K.
Advertisers are reducing postal direct mail volume in the U.K. and the gap between direct e-mail and direct postal mail is expected to widen. Meanwhile, e-mail open rates and click through rates are declining, while growing numbers of consumers in the U.K. are opting out of e-mail lists, according to the Financial Times.
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