A better use of customer relationship management (CRM) and database management can improve the responses gained through direct marketing campaigns, it has been suggested.

According to Marketing Donut, a new firm backed by Royal Mail and Google, a more thorough utilisation of CRM is crucial to successful marketing campaigns because it allows direct mail to be better targeted.

The website pointed out that an increasing number of businesses are putting the success of their marketing campaigns in jeopardy by sending generic messages to poorly defined target audiences.

“Successful marketing is about getting the right message to enough of the right people; every time the wrong message goes to the wrong person it’s a wasted effort,” Marketing Donut explained.

“The better you are able to target your marketing, the better your return on investment. That’s why marketing segmentation or target audience analysis is an important step in developing any kind of marketing strategy.”