Robert Keitch, chief of membership and brand at the Direct Marketing Association (DMA), has explained why the DMA can’t regulate the direct marketing industry.

This comes in response to results of Marketing Week’s recent Direct Mail Attitudes survey revealed that 61% of practitioners polled believe that the DMA should regulate the direct mail sector more.

Five of the 16 charities that the Institute of Fundraising accused of breaching its code of conduct on direct mail have responded in a way that the institute says is “concerning”.

Most of the charities concerned are not formally bound by the direct mail code because they are not members of the institute. But the institute, backed by the Fundraising Standards Board, has pledged to do what it can to root out poor practice.

According to experts, marketers must not abandon tried and tested methods of getting their message across just because new channels are emerging.

It has been claimed that marketing methods, such as direct mail, still has a lot to offer despite the advent of the internet and social media.

Marketing experts are advising businesses to put their data at the forefront of their direct mail efforts.

Despite advancements in marketing, most notably digital, business data is still an integral part of the marketing mix, with many believing that a combination of new technology and solid data can lead to the best outcome.

Despite postal strikes, technological advancements, environmental concerns and the recession, direct mail has retained its appeal to executives and marketers alike.

This is supported by Marketing Week’s recent survey that revealed direct mail continues to have the ear of the board.