The marketing industry “must continue to improve its creative approach and use of data to ensure that direct mail remains relevant and of interest to consumers” to avoid being seen as junk mail, according to Chris Combemale
, executive director of DMA. Combemale’s warning comes off the back of the news that half of all letters delivered by Royal Mail are marketing communications. He adds: “Poor consumer insight leads to junk mail, which is bad for business. Cutting out unnecessary direct mail marketing will help to not only change consumer perceptions but also improve companies’ return on investment.”...
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2012 DMA ECHO Green Marketing Award Goes to: Vestas
November 12, 2012
From Chet Dalzell
The Green Marketing Award is not about marketing environmental products, services or causes. Rather, it's about how efficiency and sustainability—and profitability—are incorporated in a successful marketing campaign. This year's winner was Vestas Wind Systems (Arhaus, Denmark). The business-to-business campaign, targeting large-company executives at 23 Fortune 1000 firms, was remarkable in how it used market research, social media, direct mail and digital media to provide a truly personalized campaign to convince companies to consider wind energy as a power source for their operations.
Copywriting for Boosting Direct Mail Response
August 9, 2012
Wielded properly, this creative piece of the tool box can significantly improve response. We at Direct Marketing IQ went to the top copywriters in the...