|
"Dimensional mail averaged a higher overall response rate than flat direct mail, pulling 3.67% compared to direct mail's 2.77%." - The DMA 2005 Response Rate Report - William Bernbach |
 |
 |
|
The PowerMark Group, Inc 31411 Camino Capistrano, Suite 300 San Juan Capistrano, CA 92675 phone: 949.481.4100 fax: 949.388.0717 email: info@thepowermarkgroup.com www.thepowermarkgroup.com |
|
© 2006 The PowerMark Group We value your privacy and preferences. This message was sent to you based on your interest in technology and marketing. If you received this message from a colleague and would like to be added to our mailing list, please send an email with SUBSCRIBE in the subject line to subscribe@thepowermarkgroup.com. To be removed from our mailing list, please reply to this email with UNSUBSCRIBE in the subject line.
|
--DM News, July 3, 2006
What's the most effective way to reach your target audience? For the past decade, print advertising, especially direct mail, was thought to have been doomed
with the rise of online marketing. Detractors claimed direct mail was too costly, took too long to produce, and simply wasn't read. E-mail became the de facto
communications vehicle for most corporate campaigns, which soon presented its own set of challenges: spam legislation, e-mail filtering, and jammed e-mail boxes
prompting the instinctive use of the delete key. Today, the highest impact marketing campaigns strategically combine direct mail with on-line marketing to yield
impressive results.
Why is direct mail re-emerging as an important component of the marketing mix? Good direct mail stands out. If well targeted, concepted, written and designed, it has a much higher likelihood of being read because it's not one of hundreds of irrelevant electronic messages or dozens of intrusive telemarketing calls your audience receives each week. Think about it. How much e-mail do you get? Compare that to your snail mail.
