Direct mail marketing response theory is the belief that over time, not only cost may change, but the same prospects may respond differently to the same direct mail campaign.  What a direct mail marketer achieved 3 or 4 years ago with the same list, same mail piece, and same offer may not be possible today.  The campaign cost have likely increased in several areas while at the same time, response for the offer may have decreased.

Direct cost change occurs in several areas.  Cost will change with paper due to the fluctuating cost of pulp and postage may change do to the ever increasing cost to deliver your mail.  Both paper and postage cost changes in ...

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