John Schulte, president of the National Mail Order Association in the US, suggested that while some marketers may have turned their backs on direct mail, the channel remains a highly effective means of targeting customers.
Writing for DM News, he therefore set out a number of tips for optimising direct mail campaigns, noting that businesses should aim to get to know their customers before devising promotions.
"Knowing your customer value will influence mailing presentation and delivery method, what your offer is, and how often you mail," said Mr Schulte.
"If you always take into account how much a customer is worth - it's hard to go wrong in direct mail."
The comments come after an article by wowwhatsavings.com noted that once a clear aim has been established for a direct mail promotion, marketers can begin to develop the offers and creative aspects around it.
Writing for DM News, he therefore set out a number of tips for optimising direct mail campaigns, noting that businesses should aim to get to know their customers before devising promotions.
"Knowing your customer value will influence mailing presentation and delivery method, what your offer is, and how often you mail," said Mr Schulte.
"If you always take into account how much a customer is worth - it's hard to go wrong in direct mail."
The comments come after an article by wowwhatsavings.com noted that once a clear aim has been established for a direct mail promotion, marketers can begin to develop the offers and creative aspects around it.
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