Online direct mail is becoming an increasingly popular marketing method, as firms look to save money amid the recession, an expert has said.

According to Glynn David, city editor of The Retail Bulletin, many companies are finding it difficult to pay for nationwide direct mail campaigns, so they are turning to online platforms as part of their marketing strategies.

Writing on the company’s website, he pointed out that pay-per-sale online advertising is particularly attractive to firms because they don’t pay anything unless a transaction is completed.

Mr David cautioned, however, that an over-reliance on online methods of lead generation can result in a one-size-fits-all approach which could backfire.

“A possible solution to this problem is to apply some of the tried and trusted methods of direct mail acquisition to the online medium,” he commented.

“This could involve asking an initial question and if the respondent is identified as potentially relevant, then they will be taken down a specific route of the acquisition path.”

Yael K Penn, founder of Image 360, recently commented on WebProNews that analysing their competition is one of the best ways firms can improve lead generation.
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