Direct mail response rates 'improving'

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Targeted advertising techniques such as direct mail are currently showing the most growth, it has been revealed.

Writing for Marketing Week, Royal Mail Media Director Mark Thomson suggested that the economic downturn has prompted companies to stick with tried and tested marketing channels.

"Royal Mail has conducted research through global media agencies that shows direct mail stands alone as the only channel to have demonstrated consistent growth in effectiveness over each of the last four years," he commented.

Mr Thomson added that direct mail is the only channel to have recorded a rise in response rates over the last year.

Speaking recently, Craig Garber, a lead generation marketing specialist and author, said companies can outmanoeuvre their competitors using direct mail.

He noted that mailboxes are less cluttered these days than they have been in the past, meaning consumers are more likely to notice promotional leaflets and flyers.

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