Mailing campaigns involving direct mail are going from strength to strength according to a fresh report.
Research and Markets’ report on the sector found that it grew by 15.3 per cent in 2005 to be worth £17.17 billion.
In addition, it is confident that this is part of a long-term trend rather than a “blip” as in previous years.
It adds: “The two major disciplines of direct marketing – telemarketing and direct mail -continue to be the mainstay of most campaigns.
“However, budgets are increasingly being diverted away from these into channels that are able to deliver much more detailed customer data, which allow highly targeted and therefore more effective in terms of response, campaigns.”
To make campaigns more effective, firms are turning to better customer relationship management, including better data intelligence through improved software to monitor responses.
Thanks to this, Research and Markets claims that “very detailed” customer databases can be created such that “direct marketing will continue to deliver the kind of return on investment” that marketers need.