Large firms are using a mash-up of direct marketing mailing campaign methods to reach their clients, Mintel Comperemedia has said.

According to the research firm, a blend of both email campaigns and traditional direct mailings is emerging, with larger firms using the mash-up method of utilising both, while smaller firms are going to email only.

Carmen Curran, analyst for Mintel Comperemedia, said: “Major financial services companies continue to take advantage of email as well, but they have stronger resources to market through direct mail and other key channels.

“They are also concentrating more on marketing to current customers through email, rather than acquiring new ones.”

Banks were said to be cross-selling their products through both online and offline marketing campaigns to maximise their returns on and make the most efficient use of their data.

“Since several of the larger companies already have a strong customer base, they are using email marketing more at this stage as a way to communicate with current customers and better showcase their new products,” commented Ms Curran.

She added that for smaller firms, an online mailing campaign could be the most cost-effective method.ADNFCR-8000151-ID-18115970-ADNFCR

Related Topics: General Marketing