It has been revealed that the number of direct mail communications declined in 2008 as marketers reined in their spending in the face of the economic downturn.

According to figures from US-based firm the Winterberry Group, direct mail volumes dropped by 12 per cent in 2008, while spending on the platform dropped by three per cent.

The company predicted that expenditure on direct mail this year is also set to drop by around nine per cent.

In addition, the Winterberry Group forecasted that the direct mail industry will experience a growing trend from mass to targeted direct mail programmes as marketing automation technologies become increasingly popular.

In related news, it was revealed that the use of direct marketing techniques is increasingly being used by the health insurance industry in the US.

Carlton Dolty, vice president and director of research at Forrester Research, said: “Health insurers are just beginning to open their eyes to something that other industries have been doing for years.”
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Related Topics: Direct Mail