The volume of direct mail increased 3.9% year-on-year to 1.364bn items, largely due to a 12.5% jump in mailings from the home-shopping sector to 149.7m items. However, this was offset by a 12.1% fall from the insurance sector, which accounted for 99.43m items.
The charity, leisure and travel sector also saw a rise in volume, up 23.2% to 128.85m items during the January to March period.
Meanwhile, mailings to the traditionally popular AB demographic continued to decline, with mailings down 14.5% to 235.88m.
Direct marketers using direct mail are instead targeting the DE demographic. Mailings to this group rose 30.5% in the first quarter to 295.7m items.
Jo Howard-Brown, managing director of DMIS, said: "In spite of the continuing tough economic environment, the direct mail medium continues to show encouraging growth. Its accountability and cost effectiveness make it less vulnerable to cutbacks and there is little sign that this situation will change."
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