Direct marketers have been urged to think about an integrated approach to their campaigns.

Writing in 1to1 Magazine, marketing expert Pat Gibson has underlined the benefits of combining personalisation techniques with a multi-channel strategy.

Mr Gibson, the senior vice-president of sales and marketing at Direct Group – which specialises in direct mailing services – has explained that communicating with targets in a number of different ways can drive up response rates.

“We are increasingly seeing marketers take this personalisation even further into multi-channel messaging where the print message is followed up by message – and time-coordinated email, collateral mail, telemarketing, or other contacts,” he explained.

“This next-stage marketing strategy is helping drive significant growth in readership and response to our clients’ direct marketing programs.”

One channel which firms may not be desperate to include in their strategies is mobile marketing which has not yet taken off according to Ravjeet Kang, sales executive for The Marketer magazine.ADNFCR-8000151-ID-19063269-ADNFCR

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