Why mail works with… radio and television

Radio and television are not only great at building brands, but also work particularly well when combined with a direct mail campaign. Marketers can use them to alert consumers to a piece of direct mail and entice them to open it, while the permanence and targeted nature of direct mail serves as a reminder of the campaign. What's more, personalisation creates an intimacy with the recipient and increases impact.

We talk to six industry experts, including Mark Barber from the Radio Advertising Bureau, Steve Hanney from LOVEFiLM and James Booth from digital media company Rockabox Media.