Direct mail adapted to point clients towards promotions on digital platforms is one of the many aspects of the marketing channel that can thrive in 2010.

This is the view of Frank Washkuch of DM News, who believes direct mail volumes will increase in 2010 as businesses seek to improve performance through direct marketing.

He claims that industry experts are now more frequently combining direct mail with other new marketing channels, such as social media, to offer web-based customer-specific offers.

This is despite claims that email marketing still boasts the highest return on investment (ROI) when compared to other direct marketing channels.

Email marketing remains strong, despite claims it’s been overtaken by other marketing channels, as clients are now increasingly concerned with receiving tailored content and  annoyed with unwanted mail.

However, through better targeting, personalisation and tracking techniques, the traditional channel of direct mail can continue to thrive this year.

As featured on businessstrata.com.

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