A survey by Direct Magazine registers an increase of 10% from 2007, in the usage of e-mail marketing by direct marketers.

According to the report, contacting prospects through e-mail is fast becoming the most desired medium employed by the direct marketers, with over 70% contacting customers via e-mail.

However, this development doesn’t signal the end of snail mail. If not as popular, it continues to be utilized as an accompaniment for marketing strategies. The report details that 66% of direct marketers still harness direct mail as a supplement to e-mail. This is a 4% decrease from 2007. The report also records that 59% of direct marketers also use snail mail to reach sales prospects.

The Royal Mail is using a relationship break-up as a metaphor for the breakdown of a brand’s relationship with a customer in a new campaign to promote the effectiveness of direct mail in driving loyalty.

            
The direct mail campaign is called “Mail for me” and will be sent to senior execs at advertising and marketing agencies several days apart.

             
The mailing will show a letter being sent from a girlfriend, ending a relationship because of a communication breakdown.
In the first pack, an engagement ring will be enclosed with the explanation that “now you just don’t seem to want to connect with me at all”.