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Apr 3, 2006
Travel companies
enjoy an average response rate of ten percent when using direct mail in their
marketing campaigns, a new research from Direct Mail Information Service (DMIS)
has revealed. The travel sector sent 214 million items of direct mail in 2005 –
up by 6.5 million items on 2004.
According to DMIS,
this is one of the highest response rates across all business sectors that use
mail in consumer campaigns.
Tour operators are
cutting capacity of package holidays by 2% this year in a bid to follow a more
business-like strategy, instead of following a more short-term price-led
approach.
“These high
response rates will encourage travel companies to continue to use direct mail
as a cost-effective way of generating more bookings, securing their share of
this reduced capacity whilst maintaining their profit margins,” says Leonora
Corden, Head of Market Development at Royal Mail. “The research is a great
indicator of the effectiveness of the mail as a communication tool. Travel
companies are recognizing the benefits of using direct mail as a way to build
their brand and create customer loyalty by educating their customers on
holidays, resorts and new locations, as well as to actually drive sales,” she
added.
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