According to research, direct mail could be making a comeback. It has been suggested businesses may benefit from sending direct mail rather than email bulletins to their customers.

The news comes as companies that are recovering from the impact of the recession will now be looking to up their direct marketing spend.

New research by the Chief Marketing Officer (CMO) Council found that many direct marketing experts don’t believe that firms will cut their promotional budgets over the course of 2009.

The study found that half of marketers believe budgets are set to stay the same or be slightly increased in coming months.

According to research, the majority of consumers are between five and ten times more likely to respond to properly personalised marketing offers compared to standardised or superficially personalised communications.

The study showed the passion for personalisation was particularly high in Scotland and the South, while people in East Anglia and the North West were less receptive to high levels of targetting.

According to Darrel Linehan, client services director at Lloyd James Group, using personalised direct marketing messages has become “essential” for growing businesses in the economic downturn.

Creating “segmented and personal” communications will help firms to increase their return on investment and get their message across to the consumers.

According to Precision Marketing, direct marketing is arguably in one of the best positions to take advantage of the current economic climate. Brands are having to re-evaluate their budgets to place them in channels that offer more measurability and higher return-on-investment.

It was also revealed on businessstrata.com that, according to a marketing expert, the development of a direct marketing strategy is going to be vital for any business. Tough economic conditions suit direct marketing, as it requires smarter marketing through focusing on customers you know rather than spending money on enticing new customers to a brand.