Among window coverings and related home fashion retailers we foresee increases in DM usage. In part two or our Millennium Marketing Survey (D&WC, July 1998; responses reported in D&WC, December 1998), we asked retailers, "Where would you invest funds if your ad budget could be doubled?" Seventy percent checked "more direct mail."
Key words for DM are lists and target. Computer database techniques now provide greater accuracy for direct mail lists targeted to ideal prospects. New software makes it easier for retailers to create and print materials geared specifically for their primary lead sources. These new methods have helped increase both response and sales in retailers' direct mail.
It's been quite a while since the last D&WC survey on direct mail. Procedures and markets have changed since the late 1980s. How much? What's used today? Why and where should retailers use DM? Fill out the updated survey below. Return your answers by mail, fax or e-mail. We will compile the results, interpret them and report back to you in a forthcoming issue. You and your business will benefit. So will your suppliers and peers.
Thanks for your time, knowledge and assistance in this important survey.
DWC is no longer receiving submissions for this survey. Thank you for your interest.