When complexity can become unprofitable


Finding the best households to mail a specific offer to remains one of the greatest challenges for direct marketers. In the struggle to find these households, list strategies have become increasingly complex - in some cases too complex to be profitable.   Marketers facing this conundrum would be wise to remember Da Vinci’s words – “Simplicity is the ultimate sophistication”.

An introduction to continuity marketing

Around 1000 BC an Egyptian landowner put pen to papyrus and produced an advertisement for the return of 2 runaway slaves.  Direct mail was born and this ancient ‘copy’ can still be viewed at the British Museum today.

Turned on and Topped up

Everyone that endured the recent recession has different experiences and stories to tell and mine began around June of 2009. As an avid home shopper, it has never been a surprise for me to open up my letter box and find it filled with a wide variety of catalogues. Personally, I have always loved the choice that these catalogues offered as they gave me the opportunity to find new, interesting products and put different companies on my radar.

Data fragmentation in a multi-channel environment

The relentless march of ecommerce has left in its wake a critical mass of data difficulties for multi-channel marketers. While the internet provides unparalleled access to services for customers, accelerated technological advances and the red tape that comes with them have also brought messy data fragmentation.

For any mail order business, expanding your database is fundamental to successful sales growth. And to expand your database, you effectively need to buy in data. Data that, in turn, you can then use successfully in direct marketing – and direct mail - campaigns. But there are literally thousands of lists on the marketplace on offer. Savinder Lefevre of Prospect Swetenhams has some inside information to help you choose the right one.