What’s Your Opinion of Opinions?
Having been a practicing direct response marketing professional for nearly 25 years, I have discovered a few truisms.
One that stands out these days is that strong opinions in direct marketing can prove to be detrimental to success.
By way of example, I had a client that was doing the same type of direct mail packages, the same type of outer teaser, the same thing over and over. I suggested testing a different, fresher approach. “No,” was her answer, “I know our customers and this is what works with them.” Hmmm, then why are response rates falling?
I suppose it would have little to do with that fact that the house file is mailed every week, and every package looks/feels the same. Oh, and you’ve neglected to add new channels and test them. Sorry, that
