News & Events

'Don't abandon direct mail', marketers told

Date posted:

2nd June 2008

A marketing spokesperson has said that email marketing should not be used exclusively.

A spokesperson for Market Share Services has warned marketers that they should not simply abandon direct mail marketing services in a bid to adopt email marketing.

Mike Behrends, company president, said that direct mail is not an extinct way of targeting potential consumers and in fact can help out in the areas that email marketing cannot access.

For example, he pointed out that it is impossible to advertise on every single web page and that search engines can be difficult to break into.

"With direct mail, highly targeted marketing campaigns can be developed and used with great effectiveness. Because it is physical, it is much more long lasting and the chance to spark interest in the potential client is much, much greater. Additionally - and very importantly - direct mail can be a great way to establish web presence on the internet," Mr Behrends said.

Last month, Nick Stamoulis, writing for the Email Marketing Journal, said that while email marketing is a useful tool for direct marketing campaigns, not all the content sent out is user-friendly and not all marketers are considering this enough.

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