Direct marketers must improve “postal IQ”
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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 direct mail marketing pieces.
Mr Crosslin explained: "The receipt and the tracking reports will help you in two primary ways: you can confirm your direct mail provider printed and mailed the correct number of pieces and you can plan your mail drop so delivery occurs at a convenient time."
He added that using first-class mail helps direct marketers maintain greater control over when their direct marketing piece will be delivered.
Benny Har-Evan, technology editor at IT PRO, recently said firms may be forced to use technology-based alternatives if Royal Mail workers go on strike.
Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing
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