The worldwide market for direct mail services is expected to reach $25 billion (£15.8 billion) within the next five years, new forecasts suggest.

According to a report by Global Industry Analysts, in Europe alone, the market for direct mail advertising services is expected to rise by more than £525 million by 2015, as the benefits of one-to-one interactive marketing become increasingly apparent.

The study found that the direct mail market is also positioned to benefit from the growing popularity of multi-channel direct advertising strategies that combine online channels with traditional offline platforms.

Marketers are also becoming more creative with their direct mail campaigns, the report suggests.

“With advertising service providers innovating to fend off threats from substitutive alternatives, unimaginative, dull and ineffective mails are receiving a quick makeover,” Global Industry Analysts said.

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