The internet has made it easier to source new suppliers and change supplier the minute a better price is offered. Alternatives are just a click away. To keep customers loyal you need to show how much you appreciate their custom – so which channels make customers feel valued?
There is an art to writing a good sales letter. But the recent dominance of digital marketing and its limit to 300 word blogs or 140 character tweets means few can remember the ingredients of direct mail.
Ages ago I set up a Google account so my firm could use Google Adwords. As part of the process I gave them my work email address. So why did Google go to the effort and expense of sending me a piece of direct mail in the post?