It is always very hard to give an accurate picture of what is happening to response rates in direct mail, and what the cause is, but I think there is some evidence that the decline in the volume of direct mail reaching schools has resulted in an increased response rate.

Shared mailings are down to about 50% of the level (in terms of leaflets going into schools) that they were at four or five years ago.    As a result it appears that school administrators are now passing on almost all of the leaflets - because by and large they only get one pack a week to handle.

In primary schools the situation is even better with even the largest schools getting only one pack every two or three weeks.

What’s more the contents of the packs are much smaller than they were in the past, so the time taken to deal with a pack is less.

The impact for individual teachers is less as well - just one leaflet turning up once every two or three weeks means that leaflet is looked at.

In solo mailing the decline has been less, but it is still noticeable - the overall level is probably about 40% or 40% of four years ago.  

Even though this is not so much of a decline as elsewhere it is still reducing the stress and strain on the admin staff who have to sort the mail.

HHM now offers a free inclusion on [1] www.UKEducationNews.co.uk with each solo or shared mailing that is charged at £200 or more (excluding the postage on a solo).   There’s details of our shared services on [2] www.shared.org.uk    If you have not tried a solo mailing before there is information on [3] http://www.mailings.org.uk/ 

There is also a full guide to solo mailing to schools on [4] www.solo.ac

Or you can call 01536 399 000 or email me: [5] Tony@hamilton-house.com

Tony Attwood

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.