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Technology should be used to boost direct mail success

Rachel Wheeler Archive
US marketers who are looking to utilize direct mail to communicate with their customers should take advantage of modern technology, it has been claimed.

According to an article by Target Marketing Magazine, the need for organizations to ensure that campaigns are run correctly is more important than ever in these tough economic times.

Reporting after a Philadelphia Direct Marketing Association event, the publication highlighted a number of methods which could help improve mailers' chances of success.

"The more records you can provide ZIP+4 codes for, the more money you'll save on postage and the better deliverability will be," Mike Yapuncich, vice president of product management at Experian Marketing Services, told the news provider.

Furthermore, the expert recommended that mailers take advantage of the National Change of Address updates during every campaign.

"The benefits in deliverability and improved response will more than cover the costs," Mr Yapuncich explained.

In excess of six billion direct mail pieces were sent out to US customers during the first quarter of 2010, research from marketing intelligence firm Mintel Comperemedia has found.

Posted by Rachel Wheeler