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Direct Mail Usage Climbed in 2010, Proving the Channel’s Resilience

After consistent declines during the recession, the use of direct mail by businesses and marketing professionals is on the rise.

According to a recent study by marketing consultancy the Winterberry Group, spending on direct mail advertising rose 3.1 percent last year, reflecting a substantial improvement from the 20 percent plummet noted in the previous three years, according to Medill Reports. The New York City-based company is also projecting a growth of 5.8 percent for 2011.

"As companies see the economy turning around, they tend to increase their spending on marketing, because so many of them have cut back their spending during the recession," Bob Lieber, CEO of marketing services firm Original Thought, told the source.

However, as digital marketing alternatives such as social media, mobile and search engine optimization all blossomed through the recession, many analysts were wondering whether direct mail would be able to rebound as strongly as these showings suggest.

Accordingly, the data points to the resilience of the medium and its continued effectiveness in reaching prospects and engaging consumers. Small businesses in particular may want to take this time to develop a direct mail campaign that is relevant, informative and even entertaining for customers.

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