Direct marketers, like almost all U.S. businesses, were hurt by the Sept. 11 attacks. But they hardly got the worst of it.
Now they may, for the anthrax scare has put them on the front line.
Welcome to the mail equivalent of cyanide-laced oranges and poisoned Halloween candy.
Just how bad is it for DMers?
At the very least, response rates will fall if consumers are afraid to open their mail. B-to-B mailers will have an even tougher time of getting their pieces through mailrooms.
And delivery could well slow down as the postal service tries to cope with the threat.
What is to be done?
First, don
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