Direct marketing should always be used as part of a professional campaign that is targeted towards the right people, an industry expert has advised.

According to Beverley Moore, of copywriting agency Writing Point, in order to make campaigns well-targeted, marketers should purchase small data lists which reflect their target audiences rather than larger ones which do not.

Commenting on Businesszone.co.uk, Ms Moore also stressed the significance of finding the correct postcodes and addresses of targets, while always checking that the information is up to date and targets are still living at the address.

One way of testing data quality is to segment the data list and send out various mailings in order to gauge response rates.

When it comes to the content of direct marketing letters, Ms Moore pointed out that using language that goes straight to the point is often the best strategy and advised marketers to use clear paragraphs and headings rather than cluttered pages.

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