For the majority of recruitment consultancies, budgetary restraints necessitate a clever and efficient approach to campaign management.

Recent reports from industry analysts suggest there is generally a greater focus on sales promotions and direct mail campaigns.

Cleverly targeted, well-presented direct mail will generate response, while also creating a favourable brand image. Undoubtedly, available print and mail technology has played an important role in boosting the status of this marketing technique.

At the small-to-medium-sized business level, folding, inserting and franking technology continues to move on apace. The best technology is developing in line with today's increasingly liberalised postal market to offer users choice, convenience and professionalism. Undoubtedly, automation of the mail operation has enabled many businesses to cut costs, eliminate errors and free staff to focus on core activities. But equally, forward-thinking businesses are demanding this automation is coupled with the functionality to allow them to capitalise on the cost-efficient reach and influence of direct mail.

Certainly, the creative remains critical to the success of recruitment marketing drives. In a competitive field, agencies must devise campaigns that get them noticed. However, it is vital that excellence at the design stage is matched by that at the despatch stage. What use is award-winning design if it is delivered to the wrong address or to a target whose name has been misspelt?While the scale of investment into customer relationship management technology will be lower among recruitment agencies, businesses at this level are certainly adopting the principles.

Nowadays, data lists can be bought in smaller volumes or metered; database solutions are available off the shelf and barcode intelligence can be used to track responses. Data can be analysed and segmented, and messages personalised to a fine degree. The important point is that, with today's mail technology, no compromise is necessary when it comes to personalised mailings.

The ability to adapt to the changing postal climate is also vital. With postal rates frequently changing, marketeers are turning to the latest intelligent franking machines that link to the web to provide downloadable postal rate updates. Now, at the touch of a button, marketeers can ensure their campaigns are being despatched at the best possible price, while available software enhancements provide a future-proof upgrade path.

Additionally, downloadable advertising slogans serve to transform standard mailshots into eye-catching marketing communications. The communication does not even need to be opened in order for brand value to be conveyed.

Recipients expect direct mail to be relevant and marketeers must realise that the power of the medium to build the brand is also the power to damage the brand through misdirected communications. Yes, direct mail is becoming recognised as a brand influencer but poorly targeted campaigns will only ever be a negative influence.

As a medium, direct mail continues to deliver where more expensive marketing has suffered. The most astute practitioners are ensuring mail remains a key part of the marketing mix.