Research-driven models improve targeting of direct mail
John Reid, MORI, and Martin Boddy, MACON, show how modelling purchase propensity with direct mail receptiveness leads to cost-effective targeting
John Reid and Martin Boddy
The Royal Mail aims to position itself to major business users as a media owner, competing in the advertising market. This is because direct mail campaign volumes are under pressure from the ever-growing range of alternative media. Mass marketing and mass direct-mail campaigns are becoming less common, with smaller, more targeted and therefore more cost-effective activities taking their place.
To compete on an equal footing with...