Leaflet printing 'is an important campaigning tool'

The Conservatives and the Liberal Democrats are among those increasing their spend on direct mail, such as leaflet printing.

Leaflet printing could be set to become more influential, after it was revealed direct mail was key to political campaigns ahead of this year's General Election.

Marketing magazine reports the Liberal Democrats and the Conservatives have topped a list of brands increasing their spend on direct mail in a survey conducted by the publication.

The Top Mailers 2010 report revealed the Lib Dems increased their year-on-year spend by over 2,000 per cent to £4.82 million in advance of the May polls.

Meanwhile, the Conservatives' direct mail budget rose by 400 per cent, with a spokesman stating the medium is an "important campaigning tool" for the party.

A spokeswoman for the Lib Dems added direct mail and leaflets are effective for "reaching a wide audience and particularly for getting to people who don't have access to the internet".

Last month, author and politics professor Philip Cowley told the Guardian the outcome of the 2010 General Election was decided by traditional factors such as television and direct mail, rather than blogs and social networking sites.