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Statistics show direct marketers don't really know their customers
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A Forrester study revealed that marketers are not in touch with the lists they send their marketing materials en masse. According to the study, 10% of consumers feel the direct mail they receive is relevant and 7% of email marketing is relevant. The study also shows that more than 60% of consumers that responded to the survey believe they get too much direct mail and email marketing.
In a September 2009 Advertising Age article, one consumer commented that she received Limited Too mailings, at the age of 49. Clearly, Limited Too, now called Justice, is missing their intended target market with this delivery. This woman also stated that she receives Lands' End catalogs but hasn't purchased anything from them in several years. Another gal reported that two or three years ago she purchased an online gift for her husband from Amazon.com. Recently, Amazon sent her a customized email with similar product recommendations--based on a purchase of 2-3 years ago.
Bring it home:
Before you spend the money on any direct mail campaign or email marketing campaign, ensure your list source is relevant and matches your market. If not, you're flushing valuable marketing dollars and time down the drain. No campaign is good enough if it doesn't reach the "right" market. Invest in your total marketing plan, not just a component or campaign.
© Jennifer (Jena) L. Taylor dba The Word Tailor
For more information: Advertising Age article
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