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Data quality news

Companies 'can outmanoeuvre rivals with direct mail'

Dec 30 2009, 11:06 AM

The key to getting ahead of business rivals is not by outspending them on advertising, it has been claimed.

Speaking to the Direct Marketing Association, Craig Garber, a lead generation marketing specialist and author, said companies should seek to outmanoeuvre their competitors and suggested that one way of doing this is through the use of direct mail.

"You're able to select targeted mailing lists and create marketing messages that address your prospects' unique and specific needs," he commented.

Mr Garber noted that mailboxes are less cluttered now than they used to be, meaning items of direct mail are more likely than ever to catch the attention of consumers.

Speaking recently, Steven Dodds, a senior planner at the Direct Marketing Group, said direct mail is still an effective tool for businesses and recommended that companies turn their attention to mail targeting through improved modelling in order to ensure the channel continues to provide good returns.

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