According to the Direct Marketing Association (DMA), database marketing is one of the most effective platforms to use in a multi-channel campaign.

The survey revealed that, when used in conjunction with email, database marketing has a success rate of 95 per cent.

Royal Mail is to offer advertisers a 20% discount on direct mailings in an attempt to increase use of the channel.

The two-month “DM sale” aims to encourage brands to trial the use of direct mail in their campaigns and encourage existing users to include it in marketing activity. The discount will be available on new and additional mailings sent next March and April.

Businesses could benefit from seeking some outside help for their direct marketing campaigns.

According to an expert from advice website Marketing Donut, in some cases, designing direct marketing material in collaboration with a third-party provider may prove more valuable in the long run.

Many marketers still prefer to receive direct mail marketing, despite a growing interest in digital marketing platforms.

This is the view of experts who believe direct mail is “still an extremely trusted source for valued communications”.

According to experts, businesses should not consider cutting back on their direct marketing efforts at the moment.

Despite the recession many feel that “now is not the time” for firms to cut back on promotions and companies should be positively looking to do the opposite.