Business data should be at the forefront of any direct mail marketing campaign, an expert has said.

Mark Thomson, media director at Royal Mail, pointed out that marketers need to use their data wisely in order to fully understand what individuals want.

Writing in Marketing Week, he explained that proper use of business data is crucial for marketers to tailor their direct mail communications to make sure the right message reaches the right person at the right time.

“Thanks to technology, there are more ways than ever before to reach an individual target consumer,” Mr Thomson said.

“Yesterday’s rules still apply in today’s world of consumer power and new gadgets – good rules for direct communication [and] good rules for all marketing.”

He added that personalisation, relevance and timing all remain key factors in any successful direct marketing campaign.

Liz Miller, vice-president of programmes and operation at the Chief Marketing Officer Council, recently said irrelevant and impersonal communications, whether in the form of email or traditional mail, are useless because they do not engage receptive recipients.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General ADNFCR-8000151-ID-19473344-ADNFCR