Kevin Harrington

People that don’t respond to your direct marketing

direct email marketing

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Kevin Harrington

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Mike Welsh, CEO, Publicis Dialog, has written a nice piece about direct marketing and the importance of brand consistancy, tone and all  those fine people that don’t respond immediately…have a read.

It made me think again about the importance of connecting strategy with tactical execution. There is no point in positioning a brand as ‘premium’ if the DM delivery is transactional and shallow. So when we are carrying out direct marketing/direct mail activity isn’t it important that we include intelligent KPIs beyond simple response rates?

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Kevin Harrington Partner
Kevin Harrington is a Partner at Exit Factor UK, helping SME owners increase business value & build a rewarding, well-planned exit. Former CMO at BBC Worldwide.
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Comments

One response to “People that don’t respond to your direct marketing”

  1. Lorilee Piliero

    Junk mail can be good as long as they include a self-addressed, stamped envelope. That way, I can mail it back to them, along with other “junk mail” I have access to. It keeps the US Postal Service busy and I keep down on what I have to recycle.

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