This is just the right time to do direct mail
Thursday, April 17th, 2008According to the IPA’s Bellwether Report, direct marketing is showing its biggest decline in eight years.
Budgets for catalogues and direct mail dropped 6.3% in the last quarter.
But this does not actually spell new disasters. The biggest cut-backs, not surprisingly, are in the financial sector. And as a result everyone - consumers and businesses - will be getting less mail.
Since the higher the volume of advertising the lower the response rates (something that is true in DM, TV, posters, radio, magazines and anything else you can think of) this must mean that for everyone left in the business, response rates will go up.
And that makes this exactly the right time to mail.