Mail in the public sector

The Government's Central Office of Information (COI) is now the UK's biggest advertiser, and is tasked with communicating vital messages to the population about health, education and emergency services. However, while most government ad spend in 2008 went on TV, radio and press, it is direct mail that is often the only medium to reach some of the most vulnerable in society.

This MMC report from 2009 uses Mintel, Nielsen and COI data to look at media spend across the public sector and response rates for local government and health related mail. 

Key findings include: 

• Government advertising spending increased by 43% to £540m last year.

• Of the COI’s total budget, £232m (43%) was spent on traditional advertising, including direct mail.

• 68% of government mailings are read by the recipient and 24.4% of people respond to direct mail from local government.

• 60% of health professionals think direct mail is the best way to communicate important health information.

• 11.3 million people aged over 15 in Great Britain do not use the internet at all, so email marketing can miss those most in need.