More small businesses should invest in direct marketing initiatives as many are underestimating how effective they can be, a sector expert has claimed.
According to Trynka Shineman, senior vice president of North American marketing at VistaPrint, direct mail campaigns can save money and produce notable returns, making them ideal for smaller businesses or start-up.
Her comments were made in a recent interview with DM News, during which she also said: “In reality, nothing could be easier and, when done right, cost-effective,” she said.
If data is kept to a high standard, there is no reason why businesses should lose out on investing in a direct mail campaign, she insisted.
As long as data records are regularly updated and marketing material is not wasted by sending it to customers who have opted out.
Ms Shineman also added that today’s businesses should be able to benefit massively from direct marketing initiatives because the tools now exist for firms to obtain the highest returns on investment.