A direct marketing expert has advised businesses to make use of “the new direct mail” in order to benefit from more tailored campaigns.

Randy Spurrier, chief executive of Nimblefish, said marketers are increasingly taking advantage of new relevance technologies to deliver digitally made messages to business leads.

Writing in MarketingProfs, he pointed out that the new direct mail offers recipients customised and relevant content, as opposed to generic “batch-blast” material devised as part of a one-size-fits-all approach.

“Response rates for relevant mailers are typically two to four times higher than they are for non-relevant mailers,” Mr Spurrier commented.

“When customised direct mail is combined with interactive elements such as personal URLs that host relevant online variable video, triggered follow-up emails and personalised outbound sales calls, response rates can climb to ten times that of batch-blast mailers.”

Speaking to The Times, Robert Keitch, the new head of the Direct Marketing Association, recently warned marketers not to compromise on quality when it comes to their direct marketing campaigns.

Related Topics: Direct Mail