News & Events

Direct marketing faces adaptation challenges alongside email

Date posted:

19th August 2008

Mail-outs should be twinned with an email campaign, organisation argues

The Institute of Direct Marketing (IDM) has issued advice to direct marketers on how they can improve the effectiveness of their direct marketing through the use of email.

Issued through its official partner Concep, the advice says that marketing recruits should not move away from direct mail entirely, but should rather merge the two formats of direct and email marketing in order to create a wider sphere in which a brand exists.

Mark Power, chief executive officer of Concep, said: "You need to look at it as an overall strategy, not just as a separate digital strategy, which is still happening too much."

Direct marketing is currently growing in value, as in 2006 the Direct Marketing Association valued the industry at over £32 billion, rising by almost a fifth in just two years.

However, to twin the existing use of direct marketing to an email campaign would mean more consumers could be reached, creating a wider appreciation of a brand.

Marketing recruitment requires graduates and the most experienced employees to be up to date with not only trends but the technology required to implement such trends, and advice such as this from the IDM and Concep shows the need for marketing employees to keep their knowledge of technology relevant.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.