Direct mail will always have a role in business’ marketing strategies, an expert has suggested.

According to Brian Manning, from list management firm Statlistics, the direct marketing channel is indispensable because it can be used to supplement marketing campaigns on other platforms such as online.

Speaking to DM News, Mr Manning warned however, that there are several key issues the direct mail industry has to address if direct mail is to remain a strong medium.

“I think people are looking for more personalised and targeted content and print will have to deliver that,” he said.

“There is still a segment of the population that wants to have a catalogue or print copy of a magazine in their hands.”

According to the Direct Mail Information Service, the UK’s leading resource for the direct mail industry, during the fourth quarter of 2007, 208.1 million pieces of B2B direct mail were posted in the UK.

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Related Topics: Direct Mail