The staying power of direct mail
It seems that trends come and go in marketing just as they do in fashion led industries.
Pre-internet, direct mail was very much the ‘enfant terrible’ of marketing, lacking the mystique of above the line advertising and rather brashly targeting the customer one to one. Far too much reliance on data and technology at the expense of high minded brand values.
Then came the internet and CRM, and everyone was woken up to the benefits of technology, and the opportunities presented by customising content and messages to individuals.
However a recent piece by Angus Morrisson on Brand Republic comments on the enduring
It’s a topic we’ve touched on before at Selectabase, such as identifying