Direct Mail on the Rise in 2011
An analysis from the marketing consulting firm Winterberry Group, entitled “Outlook 2011: What to Expect in Direct & Digital Marketing,” shows a positive outlook for direct channels in 2011. Spending on direct mail is expected to increase 5.8 percent in 2011, to $47 billion dollars. This surge is driven by a return to acquisition mail led by financial services, retail, and automotive, according to the report.
The direct marketing upswing is a continuation of the 2010 rebound in which direct mail spending rose 3.1 percent after experiencing declines in 2007 (-1.4 percent), 2008 (-4.1 percent), and 2009 (-16.7 percent).