Any business knows that the key to success in printing and mailing strategies is understanding consumers and then properly targeting them. However, in a world where new channels for communication are being introduced at rapid rates, small business may have to adopt multichannel marketing initiatives that include both direct mail and email marketing, for example. “Each channel has value in differing capacities, but be aware of your target recipients, cost and the message when deciding how to incorporate direct mail or email in your marketing plans,” Debbie Simpson writes for Direct Marketing News. “More often than not, some mix of the two will prove most effective.” The key to making either channel work, however, is personalization. For printing, this means employing relevant variable data and graphics, as well as list segmentation, Simpson explains. Small businesses aren’t the only sector that is adopting more varied marketing structures. According to research from Ad Age, large advertising firms are most likely to be using both digital and direct marketing strategies.
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