Marketers are increasingly making use of more targeted mailing lists, an expert has said.

According to Ralph Dellatto, vice-president of sales and marketing for Kirkwood Direct, many firms are beginning to realise that simply purchasing mailing lists and sending out uniform fliers to a mass audience is not cost-effective.

Speaking to Graphic Arts Online, he said that personalising mailing lists with hand-picked email leads and prospects is more likely to yield meaningful results.

Scott Voris, president of Kelmscott Communications, agreed with this, pointing out that firms need to revamp their campaign strategies in order to stay ahead.

“The old mass mailers are a thing of the past,” he said. “Rather than companies saying, ‘hey, we’re going to flood the city with a wave of mass mailings’, we’re seeing smaller, more targeted direct-mail runs.”

Mr Voris added that firms are also harnessing a range of tools that deliver targeted, relevant messages to their customers.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing

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