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HOW TO: Choose the right direct mail format

Deciding on the correct formats and mediums are essential elements when creating and planning direct mail campaigns. The utilisation of both offline and online channels and how they can complement each other is also vitally important for meeting the campaign objectives and the overall results achieved.

The format of your campaigns will be determined when you develop the campaign plan and decide on your overall objective. These objectives will then guide you as to what channels to utilise and the best approach to achieve the desired result. Marketing is now very much a results-driven functional role, therefore an integrated approach will maximise campaign effectiveness. This is the simplest and easiest route to ensure success and the ability for closed loop reporting and full visibility of campaign results.