There’s encouraging news for the direct mail industry this week, as the latest IPA Bellwether Report reveals renewed confidence in UK marketing investment.
Published on 15 October, the Q3 2026 report shows that marketing budgets have been revised upwards at their strongest rate in over two years, with growth recorded across every category.
Particularly encouraging is the continued growth in direct marketing and direct mail, where the net balance of companies increasing budgets rose from +3.0% in Q2 to +5.2% in Q3.
For businesses considering direct mail campaigns, this is a welcome signal of confidence in targeted, measurable marketing.
Direct mail offers something particularly valuable: the opportunity to put a tangible, personalised message directly into customers’ hands. Whether it’s a carefully targeted acquisition campaign, a personalised customer mailing or a promotional offer, well-executed direct mail can help businesses and charities build relationships, encourage responses and generate sales.
The Bellwether findings also reveal a significant increase in sales promotion budgets, highlighting businesses’ appetite for campaigns that encourage customers to take action – one of direct mail’s key strengths! According to the latest Jicmail figures the proportion of mail prompting a purchase or donation increased from 5% to 6%, while 16% prompted a discussion.
With Christmas fast approaching, investment increasing and businesses looking to make their marketing budgets work harder, there are exciting opportunities to create campaigns that combine accurate data, creative print and efficient fulfilment!
At The Production Hub, we’re ready to help businesses make the most of that opportunity. Get in touch if you would like to find out more!
