Sub Tutorial 1

When it comes to reaching and interacting with customers directly these days, there’s no question that marketers are simply spoilt for choice.



But are the strengths of each direct marketing channel being realised fully, and what are the implications of this on direct mail?

Here are some do’s and don’ts:


• Do know what you want to use DM for helps define what part it plays in the marketing mix or whether it even should.

• Do know what the product is or what campaign you are trying to push out, whether through direct mail or intergrated marketing. It all depends on what message you want to tell the customer.

• Do make the direct mail captivating enough to want to read and remember, otherwise you are just throwing your money away on marketing spend without consideration of its long term effects on the overall budget. This is to make sure people don’t regard your information as spam or junk.



• Don’t abuse consumer privacy.

This in particular had been an issue not only for direct mail but also for other marketing vehicles like digital. A proactive initiative from direct mail service providers to enhance consumer privacy would certainly help to improve credibility of direct mail and eventually would lead to increase in effectiveness of this medium and reduce cost per engagement.

• Don’t give poor quality material in a direct mailer.

This is particularly the responsibility of both the advertisers and service providers. They need to work hand-in-hand to ensure quality and relevant content for consumers so that they are willing to take an immediate action upon receiving the offer.


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