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Direct mail volumes 'will decline without innovation'
Jul 13 2010, 16:04 PM
Marketing professionals must get creative in order to prevent the direct mail channel from dying out, it has been suggested.
Writing for Marketing Week, Russell Parsons noted that organisations have been moving towards digital advertising for some time now.
"Direct mail has long been under pressure and mail bodies such as the Direct Marketing Association and interested parties including Royal Mail have fought the channel's corner admirably," he commented.
Mr Parsons pointed out that marketers need to use direct mail's unique selling point to their advantage - the fact that it enables companies to "physically engage with consumers".
He added that there needs to be greater innovation and more promotion of this fact.
Writing recently for the same publication, Richard Lees, Chairman of DBG, said businesses should use relevant data to drive their campaigns.
He noted that there can be no customer engagement unless material is tailored to individuals.
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