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.

The key to getting ahead of business rivals is not by outspending them on advertising, but rather from outmanoeuvring their competitors.

According to the Direct Marketing Association (DMA), one way for companies to do this is through the use of direct mail.

According to expert opinion from Mark Thomson, Media Director at Royal Mail, direct marketing strategies can improve client engagement by optimising a variety of promotional channels.

Writing for Marketing Week, Mr. Thomson claims that the explosion of personal technology during the last ten years had created a wide range of opportunities for marketers. However, this development has put control firmly in the hands of prospects, requiring marketers to attempt engagement across numerous platforms.

A report by DM News has found that direct mail has benefited greatly from advancements in mass printing.

The analysis found that the development of high-speed inkjet presses had made direct mail more cost-effective, personalised and impressive in its presentation of promotions.

According to experts, direct marketers can learn from the personal touch offered by luxury brands.

People often talk about luxury brands providing the personal touch, but it is not something you often hear about in direct marketing, as it usually offers personalisation, but never ‘the personal touch’.