The CIM and Royal Mail are currently putting together a practical guide for owner/managers, which will help them become better marketers and improve business performance.
The guide will cover territory such as definitions, jargon busting and typical tools, as well as providing practical ways of improving the reach and success of smaller business brands by using the post.
Tim Rivett, head of small business at Royal Mail, said: "With the collaboration of the CIM, this guide will really help to inform the owner/manager of making the very best use of direct mail."
The guide will be published later in the summer and will be available free of charge from the Royal Mail .
Paul Gostick, international chairman of the CIM, said: "Most businesses claim to be aware of the importance of marketing. In practice, few demonstrate a real understanding and in many it is woefully misunderstood. Worse still, the majority don't know how to evaluate the success of their marketing efforts. It is no surprise then that such businesses deliver lacklustre performance or even fail."
The CIM/Royal Mail initiative follows the launch by the Royal Mail of a range of new tools, such as , to help small businesses use mail in the most effective way when trying to win new customers.
"It may seem daunting but small businesses can employ simple, cost-effective marketing techniques such as direct mail and PR activities that can have a positive impact on the bottom line," Gostick said.
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