Business data a key part of direct mail marketing
Marketing experts are advising businesses to put their data at the forefront of their direct mail efforts.
Despite advancements in marketing, most notably digital, business data is still an integral part of the marketing mix, with many believing that a combination of new technology and solid data can lead to the best outcome.
Mark Thomson, media director at Royal Mail, has claimed that marketers must embrace modern ways of using information on clients.
He stated that consumers are now telling brands what to access, which will be a key ingredient in boosting response rates.
Marketers must use their business data wisely to understand what individuals want and tailor their direct communications to make sure the right message reaches the right person at the right time.
Marketing Week’s Direct Mail Attitudes survey found that over half of firms believe direct mail has an influence on top executives or those in high-level corporate positions, with this channel performing well in the recession.
As featured on Businessstrata.com.
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