TWO TIP: When Not To Mail

When there’s a close presidential election, a national or global catastrophe — any big event or crisis — people stray from daily habits to keep up with the news. They stay glued to web news sites, TV and radio.

Direct mail and e-mail go unread as more arrive daily. After things return to normal, people eliminate clutter by throwing away unopened standard mail and purging email inboxes. Response rates suffer.

You can’t predict horrible events like war or political assassinations. But you should pull the plug at the lettershop and pause e-mail tests until the crisis passes.