Five-point plan to DM success

The success rate of a direct marketing (DM) campaign can be increased significantly by taking some simple steps, according to a new study.

Royal Mail, citing research carried out by Quadrangle, claim that firms could experience a 50 per cent increase in the amount of business generated by direct marketing by focusing on five key factors.

These include an emphasis on creativity, avoiding excessive costs cutting and good logistics.

Quality data could drive a 50 per cent higher return on any campaign while integration with other brand activity resulted in 60 per cent more business than average.

Mike West, media proposition manager at Royal Mail, said: "By focusing attention on key elements, such as placing more emphasis on data and creativity marketers can significantly raise response rates, boosting return on investment and hence the bottom line, potentially by thousands of pounds."

The survey found that around three in ten business-to-consumer and business-to-business campaigns only generate responses between one and five per cent of the time, whereas the top performing campaigns achieve a figure between 20 and 75 per cent.


© Adfero Ltd

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