The survey found that 56% of marketers believe that direct mail has influence with the top executives or board members at their companies.
Just 5% report that the recession has had a “very bad” effect on the channel, while 7% claim the downturn has had no effect at all.
Despite the board-level support for direct mail, marketers themselves are torn on what is the optimum response from a “successful” direct mail campaign.
Forty-two per cent say a 5-10% rate of response is acceptable, but in practice only a fifth (22%) actually see this result, with more than half (52%) saying that their response rates fall below 5%.
Elsewhere, there is evidence that indicates that the recent postal strikes could have caused a shift from physical mail to email.
Nearly half (45%) of respondents say that they are using interactive methods compared with 33% using physical direct mail, while 22% use both together.
Environmental concerns could also have accelerated the move towards online with over half (54%) claiming that green issues do affect the amount of mail they send out, while 46% say that it has no impact.
The survey polled several hundred readers of Marketing Week magazine and users of MarketingWeek.co.uk in October this year.