You don't have to be Tesco to make direct marketing success

The value of one-to-one customer communication is well known. And yet households and businesses receive mass mailings daily. Such mailings typically achieve a response rate of 1 to 2 percent. Very costly mailings for a small return. The campaign is even more costly if you consider the annoyance irrelevant mailings can cause. How many current and potential clients are turned off a brand by promotions they do not find interesting?

Words & Graphics make niche communication to niche customers possible.

How? By using your database or knowledge about your customers to tailor the communication to the customers' specific needs. Tesco's direct mailings are very sophisticated and have proven very successful. A simple division of customers into age groups or business sectors - and tailoring of mailings to each can also make a big difference.

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