Firms should not dive into a direct mail campaign and should instead experiment with the marketing technique.

That is according to Drayton Bird of London-based Drayton Bird Associates, who has encouraged business-to-business marketers to think through their plans carefully before employing direct mailing services on a large scale.

Mr Bird advised direct marketers to try out their strategies on existing customers and those who ask about a product or service.

He said: “They should start by communicating simply to their best source of revenue: customers and enquirers. Don’t go out to the whole wide world.

“Only do what works best and keep fine-tuning to ensure continuous improvement. Personalise everything as much as possible.”

Mr Bird went on to give his backing to the creation of the Mailshots Online service from Royal Mail, which allows small-to-medium enterprises to create their own personalised campaigns with the minimum of fuss over the internet.

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