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Direct mailers could utilize address verification software

Rachel Wheeler Archive

The number of organizations using direct mail to communicate with potential customers is on the rise, it has been claimed.

According to recent research from marketing intelligence firm Mintel Comperemedia, during the first quarter of 2010, in excess of six billion direct mail pieces were sent out to US customers.

This figure represents a 16 per cent growth from the 5.3 billion pieces which were received in the fourth quarter of last year, the firm states.

Among the best-performing industries for direct mail growth were the insurance and credit card sectors, which increased by 36 per cent and 43 per cent respectively on a year-on-year basis.

"While it is unlikely that we will get back to the mailing levels during the boom years, there is a good deal to be optimistic about," said Andrew Davidson, senior vice president of Mintel Comperemedia.

"The insurance and credit card industries still have room for growth as they expand their marketing efforts."

Marketers who use direct mail should utilize address verification software to ensure that mail reaches its specified target.

Posted by Richard Jones