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.

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Direct Marketing Tip – Customise your Message

Direct marketing is an individually targeted marketing tool, so make the most of the opportunity it provides to talk one to one.

With advances in digital printing technology it is very quick and simple to, at the very least, produce customised sales letters for each recipient, perhaps mentioning their previous history with you or their industry in the content by using the same technique as in a mail merge.

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Direct Marketing Tip – Ask for the Response

When planning a direct marketing campaign or a mailing, be clear about your desired outcome.

Remember that a mailing can have several aims; achieving a sale, generating an enquiry, asking for a referral, stimulating a sample request, collecting data, and so on.

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Magic and Tragic Words in Copywriting Still Hold True in Digital Era

The world of marketing may have moved on, but it seems human nature can still be influenced by the same forms of language as 15 years ago.

We recently rediscovered some advice on writing direct marketing copy, originally provided by marketing guru

His Magic words included common sense suggestions like:

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Selectabase Updates Prospect Download Mailing List to Include Mosaic 2009 from Experian

The Prospect Download consumer mailing list from Selectabase has been updated to enable list buyers to select and purchase lists online based on the latest Experian Mosaic 2009 selection criteria.

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