MOST DIRECT MARKETERS will continue mailing despite the recent anthrax scare, according to a survey by Victoria James Executive Search.
But almost two-thirds of the respondents said they’re worried that heightened fears of terrorism will affect their businesses. And 76% are concerned that reduced confidence in the economy will lead to lower response rates.
Of 50 firms surveyed by e-mail, 62% will keep using direct mail as their primary contact vehicle. Thirty percent said mail offers the best return on investment, and 32% said that fear of the mail is a short-term phenomenon.
Those that are pulling back cited increased costs and terrorist activity.
Half of the respondents said they’ll stick with Standard A mail as their main channel. But an equal percentage said they would cut back on Standard A.
Of those, 90% said they were turning to e-mail or their Web sites for retention, and 52% claimed they’d use it for prospecting.
Eighteen percent are increasing their telemarketing for retention, and 12% for prospecting.
Another 18% said they’d go with more postcards and self-mailers for retention, and 16% said they’d try them for prospecting.
Fifty-eight percent will continue to operate with the same retention/prospecting circulation mix, while 36% will shift to retention.
Victoria James Executive Search, Stamford, CT, conducted the survey in November. Over three-quarters of the respondents were vice presidents or higher.
