The paradox of our industry is that even as direct marketing is more and more attractive to us as marketers it has become less and less appealing to consumers. In spite of our stepped-up efforts to address consumer needs and preferences, response rates are declining.
With our marketing priorities focused on such things as customer relationship management and quantitative performance metrics, the allure of direct marketing is no mystery. More of us are making bigger investments in DM expertise and infrastructure, but the greater the number of companies making these investments, the more difficult it is to get consumers to respond
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