A few weeks ago I commented on the potential risk to the Direct Mail industry as a result of the postal strikes. (See Consumers also have rights 14-Aug -07)
It now looks it has already had an effect! According to the latest National Email Benchmarking report produced by the Direct Marketing Association’s Email Marketing Council, for the first time, email marketing has now overtaken direct mail in terms of volume. As a campaign provider to marketing agencies we are also seeing this market response in increased enquiries. Many of our SMS clients are now asking us to provide a fully integrated SMS and E Mail campaign service. Once again the underlying message here is clear–.. Once technology offers an alternative to the established practices many customers never go back.