With the increase in businesses using online direct marketing tools, such as email, it has become more important to stand out from the crowd.

It has been claimed that despite email marketing being a proven winner in online direct marketing, companies should aim to get the most use out of the tool through a variety of imaginative of creative ways.

According to expert opinion from Mark Thomson, Media Director at Royal Mail, direct marketing strategies can improve client engagement by optimising a variety of promotional channels.

Writing for Marketing Week, Mr. Thomson claims that the explosion of personal technology during the last ten years had created a wide range of opportunities for marketers. However, this development has put control firmly in the hands of prospects, requiring marketers to attempt engagement across numerous platforms.

A report by DM News has found that direct mail has benefited greatly from advancements in mass printing.

The analysis found that the development of high-speed inkjet presses had made direct mail more cost-effective, personalised and impressive in its presentation of promotions.

Royal Mail is to offer advertisers a 20% discount on direct mailings in an attempt to increase use of the channel.

The two-month “DM sale” aims to encourage brands to trial the use of direct mail in their campaigns and encourage existing users to include it in marketing activity. The discount will be available on new and additional mailings sent next March and April.

According to Marketing Donut, businesses should ensure they monitor the success of the marketing campaigns and promotions closely.

Companies should be constantly increasing their marketing knowledge as a means of improving their return on investment.