Direct mail remains one of the most trusted marketing platforms, an industry expert has suggested.
According to Lee Gallagher, manager of direct marketing solutions at InfoPrint, despite the growing popularity of web-based marketing, direct mail is still a tried and tested means of communication.
He stressed that the direct mail medium would become even more popular if firms took more active steps to improve the environmentally-friendly credentials of their direct marketing services.
Mr Gallagher pointed out that many people are becoming increasingly aware of the need for the marketing industry to become more sustainable and firms are showing signs of trying to reduce the negative effect of their communications on the environment.
Writing in Marketing Profs, Chet Dalzell, chair of the Direct Marketing Association’s Marketing Communications & Public Outreach Strategy Working Group, recently said the direct mail sector is leading the way for the marketing industry when it comes to eco-friendliness.