Direct marketing professionals have been urged to remember that their clients are people not just data and should be treated accordingly.

Marketing Week reports customer retention is integral to a good marketing campaign and professionals in the sector have been advised to view their clients as people and not just a number or a target audience.

By perceiving customers as individuals, marketers can ensure they tailor their campaigns to provide the most relevant products, Chris Bibby, Virgin Media’s direct marketing and CRM director, told attendees at Marketing Week’s Customers Retention Summit earlier this week.

Elsewhere, Marketing Week news editor Russell Parsons recently claimed that B2B direct marketing professionals must do all they can to improve the reputation of the industry.

He noted that professionals must highlight the many benefits direct marketing provides, including the excellent return on investment that a well-targeted campaign can provide.

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