Addressing customers by name and recommending products which may fit in with those they have already purchased are just two ways to improve direct marketing, a marketing chief has suggested. 
Mark Peterson, president of chief executive of Diamond Marketing Solutions, said in the Start an Easy Business blog that personalised direct mail, email marketing and online direct marketing was more likely to get a response than generic items.

He added: “Make sure your customers see that you know who they are, what they like, and what they can expect from you.”

Tips he suggested included recognising the relationship between the customer and the company, using social channels to gauge customer engagement and suggesting products which would complement those already purchased, in the same way that websites such as Amazon and Play.com suggest items that others who bought an item also purchased.

Small Business Forum suggests that many companies, particularly small business proprietors are confused about how to approach online marketing.