Direct Mail, still an effective marketing tool.

Direct mail gets a lot of bad press, but it's still a very effective marketing tool, especially when combined with an outbound telemarketing campaign to follow up the mailing and convert enquiries. As with PR, one of the most important aspects is the creative approach and the 'angle'

chosen to frame the message, so it is entertaining to the recipient and presents the information and call to action in an interesting way. In a downturn, you could look at posted direct mail in two ways, either there will be less of it as marketing budgets are cut to weather the financial storm, threfore making your campaign stand out as there is simply less for it to compete with. The other potential scenario, in some sectors, is that DM is increased to stoke up flagging sales, making the competition more intense and potentially less attractive as a marketing option. As with all marketing comm's the same old rules apply, make the message attractive, on brand and on message with a relevant and attractive proposition, and you won't go far wrong. One last thing on direct mail, the following up bit can increase your conversions massively, so it's worth doing rather than sitting waiting!