Demand for direct mail marketing may experience a slight dip amid the current climate, a print management firm has said.

Communisis, which helps companies with direct mail services and re-engineering processes, pointed out that while business in other areas remains robust, the direct mail sector is experiencing a “softening” in demand.

Steve Vaughan, chief executive of Communisis, told Print Week: “Direct mail won’t come back to where it was a two years ago in terms of carpet bombing campaigns.”

He conceded however, that direct mail is expected to recover from the recession and the industry will experience more of a trend towards personalised and targeted marketing campaigns.

A survey conducted by the Institute of Practitioners in Advertising found that a third of respondents have bought or ordered something in response to a direct mailing in the past year.

The findings also showed that more than half of respondents like to receive product samples.
ADNFCR-8000151-ID-19181612-ADNFCR

Related Topics: Direct Mail