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Mailing lists are ‘an effective tool’ for marketers

Rachel Wheeler

April 20, 2011

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Organizations hoping to improve their customer communication through the use of direct mail have been told to take advantage of mailing lists.

This is according to Gary Skidmore, president of Harte-Hanks Direct Marketing, who said that marketers must adopt an organized approach if they hope to see success from their campaigns.

He told BtoB Online that the targeted mailing lists are a good starting point when it comes to implementing a multi-channel marketing strategy.

"Business-to-business direct marketers today should commit to a more disciplined and programmatic approach to multi-channel marketing,” he told the news provider.

Furthermore, Mr Skidmore drew attention to the importance of focusing on sales conversions over lead creation, claiming that this should be the most important metric used by any marketing professional.

It follows news that a growing number of organizations are looking to increase their spending on digital communications channels in the coming year.

This is according to the latest State of Digital Marketing report by independent advice and insight body Econsultancy.

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