Direct Mail industry is optimistic about the future

According to a recent Direct Mail Attitudes Survey' conducted by Marketing Week

, (October 2009), direct mail is still regarded as a valuable business channel by the boards and senior management teams of organisations.

The research reveals that 56% of marketers believe that direct mail has influence with the top executives or board members at their companies. However, 30% of respondents believe that direct marketing is not taken seriously at the executive levels of their companies.

Direct marketing basics such as targeting and measurability are still viewed as pivotal to commercial success. As a marketer from a large retailer reports in the survey: "Direct mail still provides one of the highest returns on investment when carried out in a targeted and controlled way."

And another marketer from the financial sector adds "DM is often overlooked as expensive'. But in terms of offering measurability of campaign and marketing spend effectiveness, it is second to none as a channel for customer acquisition."

Marketing optimism is still holding up well with just 5% stating that economic climate has had a "very bad" effect on the industry, while 7% think that it has not beenaffected at all.

Other key findings from the survey include:

* 45% of marketers use interactive direct marketing methods, with 33% using physical direct mail and 22% using both together.

* 42% consider a 510% DM response rate to be acceptable to their business 34% are satisfied with less than 5% and 2% demand an over 30% response rate.

* In practice, just 22% see a 510% response rate, while 52% of respondents see less than 5% response rate to their direct mail.

* Most marketers (38%) use DM as a "call to action", 24% use it for new offers or discounts and 16% use it for general brand building duties.

* 61% believe that the Direct Marketing Association (DMA) should be in charge of regulating DM, 22% favour the Government, 9% think brands should self regulate and 2% believe that Royal Mail should take on the role.

On the whole an interesting and encouraging survey which largely supports the medium of direct mail which can be so powerful in building relationships with consumers.

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Direct Mail industry is optimistic about the future

By: Will Anthes

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