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Attractiveness and tangibility are other benefits of direct mail since it can be looked at, held and evaluated closely for greater discernment. E-mail, on the other hand, doesn't maintain as high a credibility factor.
Wissmann, however, offered an alternative perspective on e-mail vs. direct mail. Instead of placing the two methods in opposition, she explained that a good marketing approach should incorporate both direct mail and e-mail. "For instance, if a mailing with a coupon or gift certificate enclosed is going out, then a week before the end-user receives it in the mail, an e-mail message can be sent announcing that the end-user should keep checking his or her mailbox to look for a surprise," she said.
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