Peppers & Rogers Group combines a global perspective, deep expertise in customer strategy and decades of experience serving top companies. Read our latest insights and thought leadership on the customer economy.
Direct marketing
Compared to paper-based customer communications, email marketing is often considered to be a more cost-efficient tool. Still, many marketing leaders continue to struggle with effective approaches for delivering relevant email content to recipients to help boost opt-ins and response rates.
I was interviewed the other day on an Australian television business show, Lateline Business, and I made a brash prediction. You can see the six-minute clip or read a transcript of it here. The question I was asked was: "What about the industry [direct marketing] generally: how important today is going digital, the whole online space to direct marketing?"
And my unequivocal answer was as follows: "It's indispensible. There's going to be no non-electronic direct marketing within 10 years - none."
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