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Direct mail can lead to strong ROI, expert says
Feb 6 2013, 14:38 PM
Despite the invention of numerous online marketing methods, direct mail can generate strong ROI for businesses.
This is according to Ken Pikulik, Director of Process and Strategy at ResponsePoint, who explained to Business2Community that the approach has an advantage over digital media because messages cannot simply be placed into a spam folder.
"Once you have it, keep them on the hook with clearly written copy, a powerful call-to-action, personalized content and enhanced online media," Mr Pikulik noted.
However, he advised that those investing in direct mail need to make sure the target audience has "something to respond to".
"There are thousands of options to choose from such as free trials, order discounts, and free shipping," Mr Pikulik recommended.
The data capture opportunities offered by marketing can help businesses to understand their consumers' needs better, allowing bosses to tailor their products and services more accordingly.
There are many marketing options available, with social media sites such as Facebook and Twitter now proving advantageous for some companies.
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