Marketers should "think" like their target audience

Businesses should try and think like the customers the are trying to target when designing direct mail campaigns, according to the Chartered Institute of Marketing (CIM).

Marketers stand to benefit if they put themselves in the consumer's place and offer incentives that are as "irresistible" as possible with a time limit, to motivate the recipient to act quickly, the firm added.

The CIM also advised marketers to learn how to engage their audience by studying copywriting techniques before designing communication.

"You only have a few seconds to grab the reader's attention before they bin the letter or delete the email, so make sure the letter is concise, clear, creates interest in the reader and leads them to want to respond," commented David Thorp, CIM director of research and information.

According to the DMIS, the UK's leading source of information on the direct mail industry, it is estimated that consumer direct mail generates over £27 billion worth of businesses every year.


© Adfero Ltd

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