Recent reports which sound the death knell for direct mailing services could be jumping the gun, one industry figure believes.
But Kathy Hornecker from American printing firm The Envelope Guys has dismissed the talk of doom and gloom for direct mail services.
She insisted that there will always be a place for the medium, especially where delivering marketing messages is concerned.
Ms Hornecker told Kansas’s Wichita Eagle: “Whether it be advertising, direct mail pieces or a fundraiser, there will always be something that needs to go in the mail.”
Meanwhile, the Direct Marketing Association (DMA) has released its qualitative report ‘Future of Direct Marketing’ which underlines the growing importance of accountable and measurable marketing in the future.
More campaigns will be tested before being put into action, with the current economic situation reigning in budgets, according to the DMA.