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.

According to the DMA, businesses are overlooking opportunities to add value to their offering by failing to use insight to its full potential.

The body’s chief of membership and brand, Robert Keitch, is urging marketers to prioritise strategic thinking to ensure that tracking studies, pre- and post-awareness research, creative testing and price evaluation all become integral to the direct marketing discipline.

Direct mail is an essential marketing channel for businesses, according to marketing experts.

Direct mail is ideal for firms of all sizes that are aiming to build relationships with both existing and potential customers.

Improved targeting through direct mail is the answer to increase business and not decreasing marketing spend.

The Independent has looked into the new direct marketing environment standard PAS 2020, launched by the Direct Marketing Association (DMA), which aims to make firms take a critical look at how they can reduce their environmental impact.

The standard was introduced so that the direct marketing companies can reduce their own contribution to the waste mountain, as well as building a positive reputation amongst cynical consumers.

The UK data watchdog has given the green light to a controversial directory of millions of mobile phone numbers, which launches next week.

News of the mobile directory did raise privacy concerns, but the Information Commissioner’s Office (ICO) said it was satisfied it would comply with the law. The directory will be useful for companies looking to target consumers with direct marketing campaigns or messages.