Direct mail is still considered to be a popular and effective medium by executives and marketers alike, an expert has said.

Marketing writer Russell Parsons noted that despite recent postal disruptions to the medium, direct mail is still viewed as an effective marketing platform.

Writing in Marketing Week, he explained that direct mail is still the platform of choice for many industry professionals because it provides one of the highest returns on investment when carried out in a targeted and controlled way.

The channel is also highly praised for its high level of measurability and effectiveness when it comes to marketing expenditure.

Mr Parsons highlighted a recent Marketing Week survey which found that more than half (56 per cent) of respondents believe that direct mail “continues to have the ear of the board”.

He also stressed that while interactive marketing methods are gaining popularity, many direct marketers are not yet fully comfortable with digital platforms, which suggests a lingering propensity towards traditional tried and tested techniques such direct mail.

Marketing expert Steven Dodds recently said that he refuses to subscribe to the school of thought that direct mail is dead.

Posted by Julie Knight, Managing Director – General Marketing, Industry News
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