Taking a “creative play on something familiar” is the best way to approach planning a direct marketing strategy, according to one expert.

Elizabeth W Gordon, president of the Flourishing Business financial advisors, recommends that marketers with the intention of using a direct mail campaign try and make a connection with the customer by using recognisable packaging, but then surprise them with an unusual or witty message inside.

Other possible additions to a direct mail strategy advised by Ms Gordon included the use of ‘test-marketing’ a proposed method to monitor effectiveness and gain a second opinion.

Also highlighted is the importance of customising the campaign based on the characteristics of the target customer and making the message of the mail “loud and clear”.

Another tip from Ms Gordon was the inclusion of a “compelling offer” at the bottom of the literature, laying out contact details with which a customer can immediately express interest in an enticing deal such as discounts.

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