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The research, carried out by dunnhumby, analysed 31 mailing campaigns carried out by 25 brands. It found that DM increases brands' influence over consumers' purchasing behaviour by more than 5%.

Short-term sales of the products surveyed rose by an average of 21.2%, while long-term sales grew by 12%.

'This study provides solid statistics on the benefits of direct mail for FMCG brands to support their channel decision-making process,' said Richard Roche, Royal Mail's head of media markets.