Navigating the martech maze: How to meet expectations
Morag Cuddeford-JonesThe final instalment in our series looks at having the right implementation in place to ensure marketers get the best out of martech in terms of value and creativity.
Three ways to make email marketing fit for the future
Marketing Week PartnerEmail makes up for its unglamorous image with impressive ROI, but to maintain its effectiveness marketers must heed these key pieces of guidance.
How brands can use data to design rewarding customer journeys, post-GDPR
Jonathan HarmanWhether you’re focusing on acquisition or winning back lapsed customers, mail is trusted and proven, says Jonathan Harman, managing director of Royal Mail MarketReach.
HomeServe is getting a better return on marketing activity post-GDPR
Lucy TesserasThe insurance provider claims it is saving money and getting fewer complaints since new data regulations came into law because it is marketing to consumers who want to receive communications.
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The data giving marketers new insight into direct mail
Jonathan HarmanNow you can reveal powerful insights for your sector, using the latest JICMail data – and plan more effective mail campaigns to really deliver on your targets. Best of all, it’s free, says MD of Royal Mail MarketReach, Jonathan Harman.
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How to use email marketing effectively
Tina DesaiEmail marketing is undergoing something of a “rebirth” as brands explore increasingly sophisticated ways to reach consumers and drive ROI.
Innovations in direct mail help brands shout louder in the digital era
Steve HemsleyDirect mail is experiencing something of a renaissance, with innovation and more robust measurement giving this traditional medium a new lease of life.
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JICMail launch creates first ever industry-wide audience standard for direct mail
Michael BarnettThe Joint Industry Committee for Mail (JICMail) will offer the first standardised data on who interacts with direct mail, making up ground lost to other channels in its ability to assist brands’ media planning.
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M&S cuts ad spend as it focuses on direct marketing
Thomas HobbsM&S chief Steve Rowe has hinted M&S could continue to cut its marketing budget as it focuses efforts on its Sparks loyalty card.
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How Cath Kidston is driving direct marketing through content
Charlotte RogersTeasing customers with exclusive email content is helping Cath Kidston drive engagement and loyalty.
Why Saga and Bestway Group use mail to speak to retirees
Steve HemsleyAs people live longer the number of retired consumers grows, so brands must find effective ways to engage with an audience that still regards opening the post as an important part of their daily routine.
Mark Ritson
Portia WoollenThe latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
Why brands are targeting empty nesters with traditional direct mail
Steve HemsleyFreesat and River Cruise Lines are using traditional direct mail to advertise to couples whose children have left home.
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How brands can use door drops to reach young adults
Steve HemsleyYoung adults who share accommodation but are not related or in a relationship are a tricky group for marketers to reach, which is why unaddressed mail can be very influential.
DM Trust offers funds to help safeguard future of direct marketing
Sarah VizardThe DM Trust, created from the merger of the IDM Trust and Direct Marketing Foundation, is offering brands and agencies the chance to benefit from funds aimed at raising the standards of the direct marketing industry, either through nurturing talent or promoting responsible best practice.
Physical marketing is making a comeback
Steve HemsleyMany marketers are bucking the digital trend and investing more in ensuring customers can touch and experience their products and services.
How television advertising is inspiring creativity across other media channels
Steve HemsleyAn ability to entertain using the best production technology and techniques means television will always be able to engage consumers with its commercials, but marketers should apply creative thinking across other media channels too.
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Good old-fashioned advertising creates loyal customers
Steve HemsleySecond guessing what people want from advertising can be dangerous and brands need to go back to basics when considering the most effective routes to boosting loyalty and sales.
How to talk to Generation Z
Steve HemsleyThe under-20s are the least loyal consumers and quickly lose interest in brands. We reveal what marketers are doing to engage with this tricky bunch.
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Top sensory marketing trends for 2016
Steve HemsleyMarketers will need to think beyond just visual and audio advertising to get the attention of consumers, according to experts.