Direct marketers are not acting they way they’re supposed to.
Normally they work their house lists during tough economic times, but that’s not the case this year, according to a survey from The Kern Organization.
Of the marketers polled, 44% are devoting over half of their DM budgets to customer acquisition, and 25% are pouring over three-quarters into it. In contrast, less than 20% are allocating more than half of their spending to retention or cross selling.
