Direct approach to marketing still reaps rewards for publishers

April 18, 2011 - PRLog -- As the rise in the business use of Twitter and Linkedin continues, statistics analysing the effectiveness of marketing techniques show that companies can risk putting the popularity of social networking before profit if they neglect more traditional and proven means of communicating with clients and customers.

Guy Chatburn, Managing Director of Send4Less ®, the direct mail division of Send Marketing, which works with clients including Rough Guides and Property Data said: “Whilst social networking is an exciting way to build a dialogue with customers and clients, its scope for bringing tangible financial benefits to businesses is yet to be accurately measured.”  

“When marketing budgets are stretched, as they typically are in the current economic climate, it is vital that the success of campaigns can be measured and proven to be effective.  Direct mail still has the edge on online forms of marketing to customers because it lands on the desk of the target without falling victim to a spam filter. Any response is highly measurable and it offers a positive and predictable return on investment.  This is particularly valuable for our clients within the publishing, whose potential customers are often bombarded by online special offers and can easily dismiss emails on their mobiles without opening them.”

“The cost of undertaking a direct mail campaign is often far lower than clients assume, as a result of the postage savings that can now be offered even on the smallest mailing quantities.  When this is combined with the greater deliverability than is currently provided by online messages a better return can often be achieved.”

Statistics released by the Direct Marketing Association (DMA) show that despite greater competition from online marketing, direct communication with customers has become more, not less effective.  Information from the DMA reports that 86% of people open mail packs sent to them, with the direct mail industry generating £205 billion in sales each year.

For more information, please visit the direct mail (http://www.sendmarketingsolutions.co.uk/mailing) section of the Send Marketing Solutions website.

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