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Data management and direct marketing may hold key to business success
Jun 26 2009, 10:53 AM
A data strategy employing traditional methods of marketing may be the key to survival for businesses struggling in the recession.
In recent times direct mail has been overtaken by marketing methods considered to be less costly such as emailing, which are also dependant on data quality.
However, according to Andrew Miller of Royal Mail, research has found that direct marketing has a success rate that is eight times more effective than other strategies.
Mr Miller told Marketing Donut: "Research suggests that direct marketing is eight times more likely than any other medium to make customers feel valued."
He added that direct mail can be more personalised than other marketing mediums and customers are valuing this more than ever before.
Start-up and expanding businesses are particularly suited to mailing options when it comes to deciding how to market their wares, particularly if they use data quality software.
Patrick Headley, Sales Director of direct mailing company GI Direct, recently wrote in Fresh Business Thinking that personalisation and presentation are key to ensuring the success of direct marketing campaigns.
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