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Direct mail bears brunt of postal strike

The suspension of door to door deliveries by the Royal Mail for a period of three weeks from the 4th October has caused major problems for the direct marketing industry.

The investment made by advertisers in time critical campaigns for October has been completely wasted with their promotional materials still sitting in sorting offices.

Additionally many future direct mail campaigns have now been cancelled due to the strike and funds placed in online campaigns where advertisers can be sure of delivery.

With no agreement between the two striking parties, advertisers are unable to commit to future direct marketing expenditure until delivery can be guaranteed, and experts are estimating that in addition to a big loss in confidence, the cost to the direct marketing industry is running close to £10million.

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Post Date: October 11th, 2007