According to a Direct Marketing Association survey, 25-35 percent of respondents think they have figured out how to integrate direct mail with print, email and web capabilities, but their results vary greatly by industry segments, DM News reports. DMA's 2005 Customer Prospecting and Retention Report, released yesterday at DM Days New York 2005, reports that both B2B and B2C firms apparently concentrate their integration efforts on relating direct mail and email campaigns to their websites.

Among consumer catalogers, 58 percent describe their direct mail and website efforts as being "very" integrated. Among B2B firms, the greatest amount of media integration between direct mail and website is in the business products category, with 50 percent saying they are "very" integrated.

Also, Most respondents report sizable planned increases in all areas of promotion over the next 12 months. On average, consumer companies expect to increase budgets for direct mail by 45 percent, email by 59 percent and telemarketing by 18 percent. BTB marketers expect an average 53 percent spending increase for direct mail, 59 percent for email and 60 percent for telemarketing.