The network comprises the leading independent DM agencies from 20 European countries, and 40 per cent of them predicted a strong increase in this channel. Only 20 per cent foresaw a small decrease.
Richard Marshall, business development director at UK member agency TMW, said the results were a surprise: "Countries such as Poland, Russia, Kazakhstan and Ukraine are not at the same level of maturity, but rather than bypass mail and go straight to email marketing and digital channels, mail is still preferred."
Among these countries, 57 per cent said they expected strong rises in mail. Around 98 per cent of respondents said they thought integrated marketing would open up more opportunities for them.
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