You are currently browsing the Tony Attwood’s Blog weblog archives for the day 17/04/2008.
- Raising response rates (1)
- Uncategorised (37)
- 11/07/2008: Some email ads do more harm than good
- 02/07/2008: A perfect piece of useless research
- 21/06/2008: Getting leads on the internet and via email
- 12/06/2008: The psychology of perception: it doubles your response rates
- 28/05/2008: The most cost effective form of advertising I have ever seen
- 01/05/2008: What do schools want to know?
- 17/04/2008: This is just the right time to do direct mail
- 10/04/2008: Who is watching whom?
- 06/04/2008: How common sense in direct marketing can do more harm than good
- 04/04/2008:
Archive for 17/04/2008
This is just the right time to do direct mail
17/04/2008 by Tony Attwood.
According 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.
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