How to interpret mailing trends

Epsilon Abacus' Strategic Services Director Michele Masnaghetti has answered the question: How to interpret the mailing trends presented in the 2016 Home Shopping Trends Report.

'Although I attempted a quick answer to the question, the matter is quite complex and I wanted to explain in more detail why it is not possible to infer that retailers can reduce circulation without impacting revenue based on the figures presented in the report. Also, I wanted to explain why I think that reading the relationship between mailing volumes and revenue in the industry or a category in the same way we read results for a single brand or a single campaign can be misleading.'

Find out more about the question and download Michele's white paper.