Quality leads are ''imperative'' to successful direct marketing

When it comes to achieving successful direct marketing, quality leads are "absolutely vital".

That is according to Ren Kapur, director of corporate development at the Institute of Sales and Marketing Management (ISMM), who asserted that quality leads are "imperative to successful campaigns".

She said that marketers were wasting time and effort if they did not ensure that their information was being received by the right consumers.

Ms Kapur added that this would make it impossible to measure the success of the campaign.

She commented: "Quality leads are absolutely vital.

"If your information, or your lead, is not any good … you do not actually know whether anybody receptive is actually receiving the information you are sending out. You are completely wasting your time and effort.

"Therefore, you cannot measure the success of the campaign."

Ms Kapur noted that this could particularly apply to email marketing, where marketers would be unable to determine why an email was not opened.

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