GRAHAMCOOPER
pointsoutsomesurprising
researchresults.
The importance
of careful timing
Recentresearchrevealssomesurprisingandusefulfacts
aboutjusthowmuchattentionshouldbegivenwhen
planningtosendcommunicationstoyourcustomers
andprospects.
Thesurveyresultswerecompiledovertheperiod
JanuarytoDecember2008,withabaseof1,000households
permonthusingtheRoyalMailConsumerPanel.
a71
Somekeyfindingsinclude:
ConsumersreceivelessdirectmailonaSaturday,compared
w
a71
ithotherdaysoftheweek.
Some–and,atoddswithabove–consumersrespondmore
favourablytoitemstheyreceiveonaSaturday.
Asmightbeexpected,mailreceivedonaMondayelicits
lowerlevelsofresponsethananyotherdayoftheweek.
The‘Saturdayeffect’isaclearwinnerforthefinancial
servicessector.
Thereissomeverygoodnewsforthoseinthefinancial
servicessectorwhoareunderpressuretoincreasethatall
importantreturnoninvestment(ROI)andcanplantheir
a71
campaignstoarrivelaterintheweek...
Twenty-twopercentofconsumershaveactedinresponse
a71
toanitemoffinancialdirectmailthatarrivesonaSaturday.
Thiscomparesveryfavourablywiththe15percentwhodo
somethinginresponsetoitemsthatarriveonaMonday.
Optimisingefficiency
NotonlyhasaliberalisedUKpostalmarkethelpedreduce
costs,wecanuseknowledgefromresearchlikethisto
optimiseefficiencyandselectthedayofdelivery.
ThisisahugebenefitoverRoyalMail’sbulkdiscounted
productswhicharesaidtoarriveoverarangeofdays,
withoutbeingtoospecific!
Asweknow,responseratesandROIareparamounttothe
successofanycampaignandareimportantconsiderationsat
planningstage.
Knowingwhenadirectmailcampaignwillarrivethrough
letterboxesalsomeanscallcentrescanbeavailableonthe
rightdayandfulfilmentoperationspreparedaccordingly.
GrahamCooperisMDofONEPOST.
www.dmi-news.com June2009 13
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52