Mailer Madness
Before flooding mailboxes with direct mail pieces, research the needs of potential and existing prospects
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PP: How is e-mail affecting traditional paper-based direct mail campaigns? Is there a way to marry these two strategies to double success rates?
Johnson: E-mail does work well in combination with traditional direct mail when combined [with] an audience of current clients. You will see more and more e-mail tests with the rise in postage rates, and as a way to supplement direct mail. Traditional direct mail is still a much better medium for new client acquisition. Keep in mind that good viral e-mail (passing along to a friend) is also worth doing, as you are more likely to view and open e-mail from someone you know rather than [one from] a stranger.
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- Grant A. Johnson
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