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
I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.
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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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