Direct mail ‘is the perfect complement for digital campaigns’
Mar 08 2011
Categories: Database Marketing
Marketing professionals should not view the emergence of digital channels as the end for more traditional means of reaching audiences, as old and new can work together to very good effect.
That is according to Marketing Week columnist Russell Parsons, who stated that in the past channel-specific marketers would work in isolation from wider marketing teams, however, those days have now gone.
He highlighted various studies which have shown that marketing activity aiming for a direct response works better when integrated.
So rather than disregarding direct mail, executives should look to support their digital efforts with it.
"The most traditional of all direct channels, mail, is the perfect partner for the new kid on the marketing block," Mr Parsons added.
According to a study by ONEPOST, W8data and Fast.map around 15 per cent of consumers would not read badly addressed direct mail materials sent from charities.