SMEs can benefit from direct mailing

Direct mailing used to be the preserve of larger companies but now - thanks to new technology - small to medium-sized enterprises (SMEs) can reap its benefits too.

That’s according to David Jefferies from ZDNet, who explained that, while SMEs will obviously spend less on these new solutions than larger organisations, if they spend carefully they can see a marked improvement in their marketing results.

“Nowadays, data lists can be bought in smaller volumes or metered, database solutions are available off the shelf and barcode intelligence can be used to track responses,” he explained.

“Data can be analysed and segmented, and messages personalised to a fine degree.”

He added that because of the new technology now available for businesses of all sizes “no compromise is necessary” when making sure that correspondence is personalised for the receiver.

A recent report from ExactTarget, out this month, predicted that email marketing will become increasingly common next year, meaning marketers will need to make sure their messages are relevant to consumers.