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Personalizing direct marketing 'reaps rewards'

Rachel Wheeler Archive
Personalizing direct marketing campaigns can help companies better target their customers while reducing junk, it has been claimed.

According to data printing specialist Baber Inc, personalized URL (PURL) and click-to-print projects can enable consumers to access websites that include special offers and surveys.

President of the group Mike Baber told the Memphis Commercial Appeal: "There's no more printing 50,000 postcards with a middle-aged couple on a bicycle when we know that you're in your 30s and like motorcycles."

He added that PURL's are cost-effective and yield higher response rates than direct mail alone, with an eight to 12 per cent click rate among customers, compared to around a 1.5 per cent response rate when using postcards alone.

Last week, studies carried out by analyst Research and Markets indicated US firms are continuing to pour money into direct marketing despite the recession, as companies are finding the technique can produce measurable sales returns in the downturn.