“Artless” and “stupid” marketing with poor data intelligence is to blame for people being turned off direct marketing, an advertising expert has said.

Derek Moore, senior vice-president of the Marketing Store, urged direct mailing campaigns to follow the example set by online ones as the interactivity of the internet means that marketers can have better information for customer lists and as to what consumers want.

“The most indiscriminate mailbox polluters have been somewhat sheltered by the fact that mail is inherently a less obnoxious medium than telemarketing or spam. It only crowds your mailbox and fills your hand. You can choose to open it or not,” he writes on DMNews.

“This is ultimately a marketing mistake: misusing a targeted medium as a mass medium. Mail is not television.”

Instead, Mr Moore urges better data intelligence and analysis of what it is that consumers want from marketers.

This involves studying business lists and consumer preference information services.

Direct mail is still a lucrative business and it still delivers the healthy response rates and ROI to prove it. But to keep it that way, we need to make sure our mailings continue to be viewed as a good thing,” he concludes.ADNFCR-8000151-ID-18119167-ADNFCR

Related Topics: General Marketing