Of 50 firms surveyed by e-mail, 62% will continue using direct mail as their primary contact vehicle. Thirty percent said mail offers the best return on investment, and 32% said that fear of the mail is a short-term phenomenon.

Those who are pulling back cited increased costs and terrorist activity.

Half of the respondents said they will stick with Standard A mail as their main channel. But an equal percentage said they would cut back on Standard A mail.

Of those cutting back, 90% said they were turning to e-mail or their Web sites for retention, and 52% for prospecting.

And 18% are increasing their telemarketing for retention, and 12% for prospecting.

Another 18% said they would use more postcards and self-mailers for retention, and 16% said they would use them for prospecting.

Fifty-eight percent will continue to operate with the same retention/prospecting circulation mix, while 36% while shift their focus to retention efforts.

James, Stamford, CT, conducted the survey for DIRECT magazine in November. Over three fourths of the respondents are vice presidents or higher.

Most direct marketers will continue mailing despite the recent anthrax scare according to a survey by Victoria James Executive Search.

But almost two thirds of the respondents said they are worried that heightened fears of terrorism will affect their businesses. And 76% are concerned that reduced confidence in the economy will lead to lower response rates.

Of 50 firms surveyed by e-mail, 62% will continue using direct mail as their primary contact vehicle. Thirty percent said mail offers the best return on investment, and 32% said that fear of the mail is a short-term phenomenon.

Those who are pulling back cited increased costs and terrorist activity.

Half of the respondents said they will stick with Standard A mail as their main channel. But an equal percentage said they would cut back on Standard A mail.

Of those, 90% said they were turning to e-mail or their Web sites for retention, and 52% for prospecting.

And 18% are increasing their telemarketing for retention, and 12% for prospecting.

Another 18% said they would use more postcards and self-mailers for retention, and 16% said they would use them for prospecting.

Fifty-eight percent will continue to operate with the same retention/prospecting circulation mix, while 36% will shift their focus to retention efforts.

James, Stamford, CT, conducted the survey for DIRECT magazine in November. Over three fourths of the respondents are vice presidents or higher.