New research has suggested that businesses need to do more to promote the importance of recycling direct marketing to their audience.

The study found that only one in ten inserts placed in direct marketing messages included an environmental message or a recycled logo.

The Guardian reports that the national postal strike could lead to advertisers writing off direct mail campaigns worth at least £10m and force 40% of companies to rethink their Christmas advertising plans if industrial action continues.

Big direct mail spenders including BSkyB, BT and Virgin Media may have to rewrite their advertising strategies if disruption continues into the Christmas sales period.

Standard Life and Lloyds Banking Group’s Black Horse Personal Finance brand have signed up as the first advertisers to use Royal Mail’s new environmentally friendly direct mail service, Sustainable Mail.

Their direct mail campaigns will launch in May, with more advertisers expected to join the new service in the near future.

Growing businesses using direct marketing are increasingly placing a higher priority on the return of investment (ROI) they get from promotions.

According to an industry expert, the current economic climate has influenced firms to become more efficient in their use of promotions.

Ikea is to shift its Ikea Family Live Magazine to 100 per cent direct mail distribution from the August 2009 edition, following trials last year.

The publication is sent to members of the retailer’s loyalty scheme, with the move to direct distribution designed to increase the value of the title to advertisers.