Archive for the ‘Essential Guides’ Category

Expert highlights benefits of direct mail trial and error

Posted: June 22nd, 2010 by Marketscan comment-icon 0

Marketers should not be afraid of trial and error when it comes to their direct mail campaigns, an expert has said. Marketing specialist Mark Haslan stressed that no matter how much thought and planning companies put into their direct mail campaigns, perfection is hard to come by and there will always be room for improvement. Therefore, firms should not be afraid of failure – they should embrace it and look carefully at the shortcomings of their campaign strategies so they… Read more »

14 Quick Tips for Surviving a Recession

Posted: November 30th, 2009 by Marketscan comment-icon 0

If you want to know your company can beat the recession, you should read our 14 quick tips.

New European opt-in law raises fears for UK direct marketers

Posted: November 13th, 2009 by Marketscan comment-icon 0

A new direct mail opt-in law enacted in Germany has raised concerns in the UK about whether the regulation may soon be implemented in this country.Under the new law, marketers must gain consumers’ permission to use their address data unless there is already an existing relationship with those consumers.Marketing and data industries in the UK are now speculating that direct mail could soon be liable to a stricter opt-in policy.Some experts suggest that by having a more stringent opt-in law,… Read more »

Direct mail ‘drives inbound traffic’

Posted: November 6th, 2009 by Marketscan comment-icon 0

One of the primary roles of direct marketing is to drive inbound traffic, an expert has claimed.Andy Cutler, chief strategy officer at Mercury, said platforms such as direct mail and telemarketing can be used to generate interest, which can ultimately lead to increased sales.Writing on 1to1 Media, he explained that the best way to capitalise on the strengths of direct marketing is to utilise it across several channels."Too many direct marketers use their communication channels as separate one-way message vehicles,… Read more »

Direct mail ‘influences purchasing decisions’

Posted: November 5th, 2009 by Marketscan comment-icon 0

Direct mail has the biggest influence on purchasing decisions, a new report by ExactTarget has found.The company’s 2009 Channel Preference Study revealed that three-quarters of respondents said they have bought something as a result of receiving a direct mail piece, reports Print Week.This is compared with two-thirds (67 per cent) of respondents who said they bought something after watching TV adverts, 58 per cent after receiving an email and 17 per cent after being approached via telephone marketing.Robert Keith, chief… Read more »

‘Direct mail more effective than email’

Posted: November 3rd, 2009 by Marketscan comment-icon 0

Marketers could gain greater benefit from using direct mail platforms as opposed to online techniques, an expert has suggested.Wayne Ford, group design director of Haymarket Business Media, said direct mail is regaining its popularity, so firms should seriously consider capitalising on the platform’s strengths.Writing for Black Star Rising, he stressed that offline communications have an advantage over emails because the former do not have a risk of being caught up by spam filters. "If your email campaign isn’t working for… Read more »

Royal Mail and CWU in fresh talks to avert strike action

Posted: October 28th, 2009 by Marketscan comment-icon 0

Royal Mail and the Communication Workers Union (CWU) are engaged in fresh talks today (Wednesday October 28th) aimed at averting a strike.It is hoped that a deal can be reached before the three 24-hour strikes take place on Thursday, Friday and Saturday this week.Industry figures are eager for industrial action to be prevented because the strikes could have a debilitating effect on businesses that rely on postal services such as the direct mail industry.The contentious issues which the talks will… Read more »

Direct marketers must improve “postal IQ”

Posted: October 26th, 2009 by Marketscan comment-icon 0

Firms need to improve their direct marketing results by increasing their "postal IQ", an expert has said.Marketing strategist Jeremy Crosslin, of Influence Direct LLC, urged firms to ensure they use the services of direct mail providers that have an excellent understanding of the industry, because this will guarantee campaign success.Writing in National Mortgage Professional, he pointed out that postal services have in-built accountability systems which provide users with essential information such as the date of acceptance, which helps them track… Read more »

‘Firms to use tech alternatives to direct mail’

Posted: October 26th, 2009 by Marketscan comment-icon 0

Businesses may start to look to technology-based alternatives to postal services as Royal Mail prepares to strike, an expert has said.Benny Har-Evan, technology editor at IT PRO, stressed that if conventional postal services prove to be too unreliable, firms will look to alternative methods and technology could play a key role in those techniques.He pointed towards latest software such as Windows 7, which he said is designed to make it easier for companies to connect to each other in a… Read more »

Marketers urged to reconsider direct mail tactics

Posted: October 19th, 2009 by Marketscan comment-icon 0

Marketers may want to reconsider their direct mail campaign strategies in the wake of the national postal strike, industry experts have advised.According to Marketing Direct, experts are urging companies to consider bringing forward their campaigns in order to avoid any delays that might occur due to the imminent industrial action by postal workers.Marketers have also been advised to consider alternative means of delivery for their direct mail while the strike is in progress, such as using courier firms including TNT… Read more »

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