Companies have been asked whether it is preferable to have a low open rate or a high complaint rate regarding B2B direct mail.
Blogger Kara Trivunovic wrote for the Email Guide that companies will always look to avoid both scenarios, but should the worst happen then it can be infinitely better to have a low open rate than to receive a lot of complaints.
She noted: “Your open rate can be turned around; you can employ new tactics and approaches to increasing your open rate – but complainers are forever lost, unless they choose to re-subscribe.”
Indeed, data lists can be compiled to make correspondence more relevant and this should, in turn, boost open rates.
Elsewhere, Mark Ritson recently told attendees of Marketing Week’s annual conference that marketing professionals should always look to create targeted content in order to maximise the impact direct mail can have on clients.