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PR agencies don’t often look to Direct Marketing as a communication vehicle of choice, but there is much that each marketing discipline can do for the other.

Despite sounding like a bowl of alphabet soup, opportunities often exist to integrate DM (Direct Marketing) with eCRM (electronic Customer Relationship Management), to help e-commerce website owners extract more value from their existing customer relationships and extend their lifetime value.

You may have heard the joke where one person asks the other ‘what’s the secret of great comedy?’ Before the other person can finish replying, the questioner blurts out the answer;

The numbers of both UK home and business phone numbers registered with the Telephone Preference Service, or TPS, has reached a new high. Nearly 18 million UK addresses have now registered a home telephone number with the TPS, and almost 2 million businesses are registered with the CTPS, the business version of the register.

Carried out in isolation, marketing activities just don’t have the same impact with the target audience. Here are some examples of how you could use direct mail alongside, before or after other marketing communication activities to achieve a greater effect…