DM loves... the internet

The dawn of digital hasn't spoiled the party for traditional, print-based marketing channels, argues Greg Grimmer, partner at Hurrell Moseley Dawson & Grimmer.

Who doesn't still rush to the sound of the postman pushing letters through a letterbox with a satisfying thump onto a welcome mat?, he asks. Even if you only end up with bills, sharing out the morning's post is still a prized ritual.

Direct Marketing Association figures show that direct mail volumes have continued to increase in recent years as the overriding fashion has been for one-to-one marketing – irrespective of whether it's delivered online, face-to-face, or via traditional print methods. 

The answer is for all of them to get along together. Good direct mail should be used in conjunction with intelligent and modern e-commerce - and that should be on the agenda of every marketer who sees the internet as an important sales channel.