Kevin Harrington

Up front and personal

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Kevin Harrington

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The concept of personalisation to increase response rates is not new. I wonder why so many businesses don’t make use of the idea?

Look at these statistics from a controlled experiment:

  • The standard survey package generated a 36% response rate.
  • The package with the call to action repeated in hand-writing on the covering letter generated a 48% response.
  • Adding a Post-It note with the hand-written repeated call to action drove responses up to a staggering 75% – more than double that of the control package.

Given this kind of potential success rate it is something to be explored. 5th Dimension, a London based marketing agency, have written a paper on the subject which is worth reading.

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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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