DM must function on more than one level

I couldn’t agree more with Richard Roche’s comments about the importance of taking a multi-channel approach to engage more effectively with customers (MW last week).

Clearly traditional media such as catalogues still have an important role to play, and their performance is enhanced by integration with newer media, but there is still a need right across the direct marketing industry for greater sophistication in the use of multiple channels. For long-term success we need to implement test-and-learn procedures as a matter of course to establish the combinations and timings that work best for different audiences and individuals.

By tracking response rates and establishing informed media shapes we can build on our successes and take them to new heights – not just with consumer catalogues but also with charity and business-to- business communications. And the next challenge facing the industry is finding ways to make multi-channel below-the-line strategies work more powerfully in conjunction with sister disciplines such as public relations, advertising and sales promotions.

Heather Westgate

Managing director


Cheltenham, Gloucs

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