Interactive channels increase response rates...

As MD of the Dataconversion group for 35 years I have witnessed many changes in the direct marketing industry. My investment commenced after a fact finding trip to the US to observe how the industry was developing and growing. At that point very few people knew what direct marketing or CRM was in Ireland. This has changed and we have caught up and in some sectors passed out the US. It is encouraging to see Irish companies winning major awards for innovative and successful campaigns in the US and Europe.

 

A recent campaign we implemented to students for one of the main Irish banks achieved a 43% response rate.  Here the chosen channel of communication was direct mail and text and the channel of response was text and web. In the previous year the same campaign, using advertising only, had a single digit response rate. Quite amazing.

I look forward to working with your company and providing you with new ideas to help you to get greater response rates to your campaigns. I suspect the interactive channels will feature!

 

My observations are not based on detailed research but on what I see my customers doing every day. I have invested in all channels and it is great to see that 80% of our top customers are now using the interactive channels of web, e-mail and text in addition to direct mail and telemarketing.