Category: Sector | 12th Jan 2010

Companies which opt to go completely digital with their marketing campaigns may find they have made the wrong decision, it has been claimed.

Speaking to the Wall Street Journal, owner of Per Annum Alicia Settle said she decided to scrap direct mailings to customers, which led to a loss of revenue.

The company, which specialises in diaries and planners, saw a 25 per cent drop in orders on the same period of last year, she told the paper.

"We realised we had made a huge mistake", Ms Settle revealed, as she "started hearing from customers that they never got their 'reminder' in the mail".

She immediately reverted to her direct mailing campaign, which helped Per Annum recoup the losses made earlier in the year.

Marketing Week's Direct Mail Attitudes found in recent months that the media has stood up well to the challenges posed by the recession and it still carries weight in the boardroom.

HS&P is an integrated relationship marketing agency. Our current clients include Diageo, Honda, Norwich & Peterborough Building Society, Norwich Union and Ted Baker.

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