More than half of marketers have confidence in the influence of direct mail, a new survey suggests.

According to Marketing Week’s Direct Mail Attitudes survey, 56 per cent of marketers believe direct mail has influence with the top executives or board members at their companies.

A third of marketers said they are using physical direct mail, while one in five (22 per cent) said they are combining traditional direct mail with more interactive methods.

The survey also revealed that marketers are increasingly incorporating environmental awareness to their direct marketing campaigns.

More than half (54 per cent) of respondents said green issues affect the amount of mail they send out, while 46 per cent said eco awareness does not factor into their decision making process at all.

Just five per cent of respondents said they believe the recession has had a “very bad” effect on direct mail, while seven per cent said the economic downturn has had no effect at all.

DMS marketing executive Steven Dodds recently stressed that direct mail is still a robust marketing platform.

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