Marketers should increase their use of direct mail in the New Year because this method allows them to select targeted mailing lists, an expert has said.

Marketing specialist Craig Garber, of King of Copy, noted that successful businesses focus on outsmarting their competition, not outspending them, and direct mail facilitates this because it allows firms to send tailored messages to prospects and clients on consumer lists.

He explained that direct mail allows marketers to address the specific and unique needs of their clients, which reduces the likelihood of marketing initiatives failing.

Mr Garber also suggested that firms should increase their use of emotional direct-response marketing, because appealing to the emotions is one of the most effective and reliable ways of capturing the attention of prospects.

“People make buying decisions based on emotional factors,” he said. “They may rationalise them later with logic, but all buying decisions are initially made to satisfy emotional needs.

Writing in Marketing Week, expert Marc Michaels recently said direct mail marketing techniques continue to enjoy high levels of popularity among marketers.

Posted by Julie Knight, Managing Director – General Marketing, Industry News