Firms should think twice before cutting down their direct mail spend for 2009, according to one marketing expert.
Henry P Baker says that it is tempting for small-to-medium enterprises (SMEs) to divert their attention to cheaper business-to-business marketing techniques such as email campaigns, but warned against this ploy.
Mr Baker, who boasts over a decade of experience with some of the world’s top corporate sales organisations, has dismissed the notion that direct mail is now outdated and has championed its effectiveness during the ongoing economic downturn.
He commented: “Too many small businesses are cutting back on marketing in an effort to reduce costs and survive recession. The attraction of ‘free’ email marketing lures them to drop ‘traditional’ marketing such as direct mail. That is a big mistake.
“A direct mail piece is as close to a direct salesman’s visit as you can get. It stands alone and apart from everything else. It talks conversationally, person to person.”
Mr Henry concluded that the number of companies cutting down on their direct mail spend gives marketers hoping to employ the channel an even bigger opportunity.