Content 'must be accurate' for cheap flyers?

A columnist has spoken of the importance of not misusing statistics in direct mail materials, such as cheap flyers?

It is crucial that companies ensure the content of direct mail - which includes cheap flyers - is accurate, it has been suggested.

A columnist for Marketing Week known as the Secret Marketer stated when firms make errors on direct mail materials it reflects badly on their brands.

This does not mean the writer is not "genuinely impressed" by the merits of the promotional method, however.

"The efficiency in reaching a target audience on a tailored 1:1 basis is undoubtedly compelling. When you get it right it blows broadcast media out of the water," the individual remarked.

But the contributor warned that if a company chooses to get close to its target customers in this way, it needs to ensure the information is correct.

Recently, chief executive of Publicis Dialog Mike Welsh said in an article for the same publication that direct marketing needs to embrace digital channels and be more creative.