Direct marketing jobs going through 'dynamic time'

Direct marketers are currently going through a dynamic period in the industry as email marketing overtakes direct mail, according to the Direct Marketing Association's (DMA) email marketing council.

A new report by the DMA reveals that the average number of marketing emails has increased by 50 per cent in the last quarter to 1.6 billion. Meanwhile, direct mail fell by two per cent to 1.2 billion.

Email marketing is becoming increasingly attractive as people realise the benefits of its cost-efficiency and effectiveness and all the respondents indicated they believed that email volumes are set to continue growing by about another third.

DMA director of media channel development Robert Keitch said: "It's a very dynamic time for the direct marketing industry as expenditure across the majority of media continues to rise.

"The growth in email marketing underlines its power as both a standalone medium and its role within integrated campaigns."