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.

Direct mail still provides one of the highest returns on investment and is extremely effective at offering measurability for campaigns and marketing spend effectiveness, as well as being a brilliant channel for customer acquisition.

However, the Marketing Week poll also provided a glimpse of changing dynamics within the sector, with 45% of people using interactive direct marketing methods, bettering the third (33%) using physical direct mail.

A respondent to the poll believes mail-based physical direct mail is under severe threat from interactive and web-based methods. Also the uncertainty of postal services in the UK may start to see less and less reliance on physical means.

But, in contrast, DMA research suggests that direct marketers are not yet fully conversant with this digital route. Only a quarter of marketers are able to calculate the value of an email address, while 12% of respondents do not know how many emails an address should receive each month.

It seems that direct marketers need to make themselves more familiar with digital before it starts to overtake postal direct mail as the most effective communications channel for direct marketing.

As featured on Marketing Week.

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