Planning| Did snow affect door drops in February |
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| Written by doordrops |
| Wednesday, 04 March 2009 11:45 |
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Looking at reports from the Royal Mail then you will be led to believe that everything went out as per normal in February 2009 for mailsort and door drops but at doordrops.co.uk we're not convinced. Looking at various client result datasets then the figures tell a different story. Across the marketing spectrum from warm mailings to cold mailings and door drops then something was definitely amiss. Response rates are down from anywhere between 10% and 25%.
No doubt the media owners among the distribution fraternity will suggest we were all out tobogganing and building snow men in the snow. Of course the weather does affect consumer behaviour but when the product is a must have and not a luxury then there is more to it than that. We think that the volumes across both addressed mailings and unaddressed mailings was delayed or failed for marketing material but without physical evidence of this then its difficult to prove.
You may want to analyse your results a bit closer, particularly around the early days of the month of February and see if your response rate matches the predicted response curve. If its way off then maybe you should be asking some questions of your distributor too.
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