DMers Urged to Keep Mailing Despite Anthrax Crisis

Share this content:
Direct marketers should continue with mailings despite the anthrax scare, a direct marketing investment banker advised yesterday.


MeritDirect sponsored a conference call during which Donald R. Libey advised clients on how to get through the scare involving anthrax in the mail. In the presentation, "Anthrax and Your Mail Plans - A Libey-MeritDirect Viewpoint," he urged direct marketers to stick to their mail plans and not panic.


"The sky is not falling," said Libey, president of Libey-Concordia, Haddon Heights, NJ.


Though he acknowledged that the transmission of anthrax through the mail has had repercussions for direct marketers, he said marketers should not stop mailing.


"Above all, do not abandon mailings," he said.


Libey predicted that the fear would last only briefly and that conditions would improve once something happened to shift the focus away from the mail.


In the meantime, he said, "A lower response is better than no response."


To prevent mail from being tossed out, Libey recommended not mailing to companies with big corporate mailrooms right now.


Firms should explore e-commerce options and perhaps let consumers know when a direct mailing is on its way via e-mail, he said.


Libey also stressed that a company's brand is its biggest asset and that consumers would open mail bearing recognizable logos.


"I'm beginning to realize just how powerful our individual brands can be," he said.


Still, Libey admitted that the anthrax scare probably would have lasting effects. However, he said, "If you've taken the momentum out of your business, when the spotlight comes off mail you will be in the dark."


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above