Oxford Fashion Week sent no newsletters or direct emails to any of their clientele, this is a very easy marketing tool that can be easily used and them not utilizing this puts them at a disadvantage, a sign up to newsletter option on the website is such a good way of collecting data from clients and registering their interests in the event. I believe that Oxford Fashion Week should keep their customers and potential clients updated via the direct mail tool. The National Wedding Show, on the other hand attempted to use direct mail, however, this was not effective as just one email was sent. Neither the National Wedding Show nor Oxford Fashion Week are making the most of a very easy, cheap and potentially very beneficial form of marketing – direct mail and newsletters.