How to use first class system to good effect

3:03am Wednesday 14th May 2008

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EXPERT support and advice for independent Worcestershire businesses was signed, sealed and delivered when Worcester Mail Centre hosted an interactive event with a difference.

Business Link in the West Midlands has posted an innovative partnership with the Royal Mail to provide a series of free workshops on Direct Mail Loves Electronic Mail, designed to help businesses deliver messages that hit home to their customers.

It said that a multi-channel marketing campaign, using both electronic and direct mail, can result in a sales increase of up to 10 per cent.

Gayle Cleaton, new business manager at Royal Mail, said: "The digital media marketplace is growing as brands and businesses reallocate their budgets online.

"Digital media expenditure is set to break the £2 billion barrier for the first time and we know that direct mail and digital work together and is more effective. In the remote shopping industry, it was discovered that when direct mail, e-mail and web are combined in an integrated multi-channel campaign, it can result in a five to 10-fold increase in response and conversion rates.

"At the same time, customers who interact with companies over multi-channels are more loyal and profitable than their single-channel counterparts - 38.3 per cent of retailers report that multi-channel customers are significantly more profitable."

The first workshop, which was held at Worcester Mail Centre on the Shire Business Park, gave local companies the opportunity to gain clear views on how and when their customers want to be contacted.

Experts from Royal Mail offered valuable insights into how integrated e-mail and direct mail campaigns can help grow a business, with 40 per cent of retailers who have adopted a dual approach reporting more profits and greater brand loyalty. Firms can reserve a place in future by calling 0845 609 9890 or e-mailing events@businesslinkwm.co.uk. Places are limited to one person per business.