Improving the targeting of direct mail campaigns can help increase return on investment (ROI), an expert has said.
According to Ray Jones, spokesperson for the Chartered Institute of Marketing, better targeted campaigns using database management technology will result in more profitable marketing strategies.
He pointed out that there has been a shift from generic marketing tactics to more targeted advertising and firms are becoming savvier in identifying their key demographics through database applications.
“A good database and a good relationship management system will bring you much more return on investment than advertising,” Mr Jones commented.
He added that using the appropriate technology and applications will enable marketers to write directly to clients and focus on particular markets.
Marketing expert Michelle Vessel recently advised marketers that targeted direct mail strategies are essential to a successful and profitable campaign.
She also advised marketers to encourage speedy responses by including time-sensitive promotions in marketing messages.