According to Marketing Week’s Direct Mail Attitudes survey, direct mail has stood up well to the challenges posed by the recession.

The survey found that 56% of marketers believe direct mail has influence with the top executives or board members at their companies.

Other findings revealed that just 5% believe the recession has had a “very bad” effect on the channel, while 7% claim the downturn has had no effect at all.

Despite the board-level support for direct mail, marketers themselves are torn on what is the optimum response from a “successful” direct mail campaign. 42% say a 5-10% rate of response is acceptable, with 52% saying their response rates fall below 5%.

Elsewhere, there is evidence that indicates the recent postal strikes could have caused a shift from physical mail to email. 45% of respondents say they are using interactive methods compared with 33% using physical direct mail, while 22% use both together.

The survey polled several hundred readers of Marketing Week magazine and users of MarketingWeek.co.uk in October this year.

As featured in Marketing Week.

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