Measurable Marketing is Key in the Current Climate, say Experts

Bristol, United Kingdom (PressExposure) March 10, 2009 -- The Mailshots Online service from Royal Mail helps small firms create personalised direct mail campaigns. Users are required to log in to the Mailshots Online website, select a design and add their own logo and text to create their own tailored direct mailing.

Print, production and delivery are then handled directly by Royal Mail.

According to direct marketing guru Drayton Bird of Drayton Bird Associates and expert contributor to Marketing Donut, the marketing advice website for SMEs, Mailshots Online is a step in the right direction.

“It’s quick, cheap and easy,” says Bird. “In today’s difficult economic climate, direct communication methods are utterly crucial, because they all produce measurable results.

“Many small firms use local or trade press advertising, but very few measure the results — which is crazy,” he continues. “If they did they might be horrified.”

Drayton Bird says many firms have a lot to learn about direct marketing. “The trouble is that few small businesses know how to create messages that sell,” he says. “Though to be fair, most large companies barely have a clue either.”

So what do they need to do? “Study,” advises Bird. “If firms take the trouble to learn what works in direct mail, what doesn't and why, they may prosper. They should start by communicating simply to their best source of revenue: customers and enquirers. Don't go out to the whole wide world.”

“Test everything,” he adds. “Only do what works best and keep fine-tuning to ensure continuous improvement. Personalise everything as much as possible.”

Further information: Become a Marketing Donut expert by visiting the blog Find out how to join Marketing Donut here Royal Mail is a founding partner of Marketing Donut. For more information and to access the Royal Mail’s Mailshots Online service, visit

About BHP Information Solutions Ltd

Mick Dickinson
BHP Information Solutions Ltd
Bristol, UK
Tel: 0044 (0)117 904 2224
Mob: 0044 (0)7816 680 266

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Press Release Submitted On: March 10, 2009 at 4:05 am
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