Firms will only succeed when using direct mail if they study the format, an expert has claimed.
According to Drayton Bird of Drayton Bird Associates and a contributor to blog Marketing Donut, companies will only learn what works best in the format by fully understanding it.
He explained that the area where growing businesses are most likely to go wrong with such promotions is by not actively creating messages that will sell.
“They should start by communicating simply to their best source of revenue: customers and enquirers. Don’t go out to the whole wide world,” he added.
“Only do what works best and keep fine-tuning to ensure continuous improvement. Personalise everything as much as possible.”
Mr Bird’s advice on direct mail has come after Royal Mail officially launched its new resource for the industry.
The Mail Media Centre website includes examples of ways businesses can improve the creative content of their direct marketing, as well as how they can maximise return on investment and take advantage of the latest research.
Article AdFero Ltd. on BusinessStrata.com
