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Spam threatens direct mail campaigns
Jan 31 2012, 00:27 AM
The sheer amount of spam people receive today means that marketers must make their direct mail campaign markedly different to be in with a chance of getting noticed by customers.
Writing for Marketing Week, the magazine's Russell Parsons said that people are receiving a number of spam text messages and emails from all manner of companies, which could threaten the reputation of direct mail.
"The problem of unwanted “junk” mail sent without cause or prompt is one that has been debated furiously for years," he noted, adding that regulation has gone some way to solving the problem, however, issues still exist.
In order for marketers to get their message out there and ensure it is not simply discarded or deleted, they need to ensure that their communications are well targeted, which involves good data management.
By only sending people messages they may be interested in, companies dramatically reduce the chances of their mail being categorised as spam, whatever format they are delivered in.
Posted by Philip Glass
