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Puzzle Piece
Another way to get clients to buy into direct mail is to tell them it is just one piece of the puzzle for potential business. Garrett and Gray said that clients will often use direct mail to segue into other marketing streams. "In the case that I mentioned before with the bank, customers are led to a Web site where they are directed to other links and are asked to input additional information," said Gray. "The Web site captures that new data, and the client can see that certain customers visited the equity loan link and spent 30 minutes there, while others went to the college planning link and spent 40 minutes there. Now, the bank has more areas of interest to work with."
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- People:
- Joe Garrett
- Lindsay Gray
- Places:
- Greenville, N.C.
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