Marketers 'prefer using direct mail'

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Companies are increasingly looking to use direct mail to improve their direct marketing strategies and in turn bolster their business lists.

New research carried out by TNT Post UK found that most marketers (76 per cent) expect direct mail volumes to remain stable or grow in the next 12 months.

The research showed 69 per cent of respondents believe direct mail is the most important promotional tool, followed by websites at 33 per cent and B2B email marketing at 20.4 per cent.

"We are pleased that direct mail continues to be seen as the most effective promotional tool used by marketers and that it is holding its own in a very competitive landscape," director of marketing and strategy at TNT Post UK Lieneke Happel said.

Figures released earlier this month showed there has been a 13.5 per cent increase in online marketing spending in the UK for the first half of the year.