Direct marketers should always ensure that they give their newsletter subscribers a “great experience” an expert has suggested.

David Baker, of Razorfish, said marketers must ensure that they use quality material in their direct marketing campaigns if they are to have any hope of securing success in their strategies.

Writing on the Media Post Email Insider blog, he urged marketers to take useful tips from corporate relations in Greece, where small firms invest time and effort in developing business links.

“There are no fishbowls on the counter asking for business cards or email addresses; instead they rely on great experiences,” Mr Baker commented.

Hr added that businesses in Greece deal with bad experiences “with the kind of personal attention I haven’t seen in a long time”.

In a recent posting on Email Insider, Loren McDonald, vice-president of industry relations at Silverpop, said B2B marketers are rapidly catching up with their B2C colleagues when it comes to their marketing campaigns.
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