There will continue to be a demand for direct mail marketing despite the rise of the internet, according to the Direct Marketing Association (DMA).

Despite recent criticisms lodged against the direct mail industry, figures show that companies who invest in it are “actually getting a return on that investment”.

Although email has become the preferred medium for direct marketing, according to the DMA, it remains the targeting and the relevance which is crucial to the success of direct marketing in any medium.

A recent survey by International Communications Research indicated that 73 per cent of respondents would be content to receive marketing information via postal mail, compared to just 18 per cent for email.

Robert Dirskovski, head of interactive media for the DMA, said: “As long as I can remember people have been predicting the demise of direct mail, and clearly that hasn’t happened – exponentially it continues to grow.”
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