Marketers should ensure that their direct mail campaigns do not substitute quality, an expert has suggested.

Robert Keitch, the new head of the Direct Marketing Association (DMA), said recipients have more understanding of the direct marketing field than 20 years ago so businesses simply cannot afford to “just bang out a million leaflets”.

Speaking to The Times, he stressed that the need for highly targeted and tailored promotional material is crucial if marketers are to have any hope of success in their direct marketing campaigns.

“What you have to remember is that one man’s junk is another man’s valuable offer, but for it to be effective, what is needed is for us to be more precise about how we go about it,” Mr Keitch explained.

Writing in The 60 Second Marketer, Laura Pasternak, president of MarketPoint, recently advised marketers that developing a strong brand identity and sticking to firm corporate principles play a pivotal role in securing direct mail success.

Related Topics: Direct Mail