Direct response marketers have a lot on their minds these days. And if you ask them to rank their most pressing issues, the results are quite interesting. That’s exactly what the folks at Lob did. Results from selected survey questions are laid out here...
The report surveyed a group of 250 marketers who work for companies in North America — and the companies had 1,000 or more employees.
Interestingly, 36% of the group mentioned poor response rates among their top three pain points. Another 32% say bad data (up 25% from 2022) ranked as a serious challenge. Rounding out the top three challenges was the always present, tight budgets.
Two-thirds of the marketers responding report not being able to determine the ROI of their direct mail campaigns (which could also be down to tracking problems).
Direct marketers typically measure the ROI of their direct mail campaigns via customer activity within a certain time frame (46% say they measure within time frames) and via key codes (41%).
And a full one-third of direct marketers say they plan to partner with an outside agency to provide strategic, creative, or data analysis help with their direct mail campaigns.
Direct marketers also indicate that the top enhancements they're making to their direct mail campaigns are improving the design, copywriting, and calls to action (14% cite); better integrating with their digital efforts (11%); and adopting new technologies (11%).
Ok, there's a lot here. But the numbers don't lie. If you have similar needs or want help with your next direct mail campaign, let us know. Or maybe you’re looking to improve a campaign you’re already running. Well, J&C has over 40 years of direct response experience and would be happy to learn more about your company and your objectives. Contact J&C today. That way, we can give you an honest assessment of how direct mail can work for you.
NOTE: The report was based on data from a survey of 250 marketing professionals who work for companies in North America with 1,000 or more employees.