Bin it?

Citation

(1999), "Bin it?", Work Study, Vol. 48 No. 3. https://doi.org/10.1108/ws.1999.07948cab.006

Bin it?

Bin it?

IT companies are spending more money than ever before communicating with IT and network professionals, but, over the past two years, although the volume of direct mail has risen dramatically, the response levels have dropped significantly. Tim Beadle, director of PCMC, the direct marketing division of The Opus Group commented, "The research shows that direct mail is still the most effective method of communicating with customers, but as levels of direct mail have increased, so have customers' expectations. The Internet and the growing use of e-mail has created a lot of hype in the marketing industry as the new way forward, but surprisingly the report shows that this means of communication is still seen as intrusive. The industry issue of branding and its value on an organisation balance sheet is also relevant, as there was clear evidence that readers respond much better to well-known brands. They regarded mailers from companies with strong branding as having a much stronger chance of being opened and digested and with the average IT manager receiving approximately 60 mail shots a week, making an immediate impact is becoming vital to ensure the success of a campaign. The research also revealed that vendors have less than a second to gain the attention of their readers.