Things tend to work in cycles don't they? Everyone jumps onto the 'new' craze in order to be seen to be up-to-date and leading edge,  although almost always the UK lags the US in regard to marketing initiatives.

Email marketing for one offers innumerable benefits as a fast, low-cost, mass communication tool and a well designed and crafted email can make the right 'call to action' very effective. The biggest challenges here are firstly not to be filtered out or classified as spam and secondly to have the recipient open the email by using a tempting headline in the Subject box.

Beyond this, traditional 'snail mail' can still be an effective marketing mechanism. For one it wont be filtered out and for another it has renewed kudos as a personalised communication to the most senior decision makers. If a message and call to action are included that are truly tailored to the recipient's business sector then the follow-up telephone call should be received with much more enthusiasm and interest.

In the same vein, many companies use purely digital means of showcasing their work, by PDF downloads or website links, foregoing the more traditional company brochure. Again, ease, speed and cost are persuasive positive features here. However, if a hard copy piece can be sent, evidencing through excellent graphic design and production, the quality of the product / service offering then this again becomes an opportunity to stand out from the crowd.