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Get creative 'and maximise effectiveness of direct mail'
Jul 29 2010, 17:55 PM
Companies looking to make their marketing strategies more effective could use a more creative approach to their direct mail campaigns.
Sarah Gutz, Americas Commercial Printing Segment Marketing Manager for HP Graphics Solutions Business, said that multidimensional pieces, such as tubes, sleeves and pop-up prints, could attract the attention of targets.
Writing for DMNews.com, the expert cited a campaign by HP which attempted to promote the use of liquid inks for printing among lettershops.
"The campaign went to US prospects for HP Indigo press sales, and included personalised URLs on the mail pieces, cover letters, press sheets, brochures, the offer page and the personalised website," she explained.
It was successful in creating a 1% to 2% increase in response rate, Ms Gutz claimed.
Media Director at Royal Mail Mark Thomson recently wrote in an article for Marketing Week that direct mail holds a key advantage over digital channels, as it is not restricted by the same space and time limitations.
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