Fewer Comms = More Revenue
Mark was a guest on the Agile Brand podcast with Greg Kihlström to discuss how brands can get improved business results by sending fewer communications to customers.
Ever since the invention of database marketing, and the first measurement of response rates, brands have been fooled into thinking that sending more communications will always deliver more responses. Even if at a lower and lower efficiency.
We now have proof that this is wrong. Sending fewer, but more relevant, communications can actually boost response rates and sales success rates. Lowering costs and increasing revenues, who wouldn’t want some of that?
