E-mail lists: one-to-one marketing tools

Article Abstract:

Electronic mail is the newest communication medium that direct marketers are integrating into their direct marketing mix. Indications are that postal and electronic mailing lists will play a critical part in one-to- one marketing. Electronic mailing lists can be used to drive Internet World Wide Web site traffic and generate direct sales if marketers consider several key points. These include using permission-based electronic mail lists, knowing where one is mailing and checking that electronic mail addresses are updated with regard to addresses.

Corporations

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E-mail or snail mail: why not both?

Article Abstract:

E-mail and postal mail can complement each other in a direct marketing mix. E-mail is a highly responsive direct marketing medium but this should not stop direct marketers from continuing to use postal mail. Traditional mail pieces in the form of catalogs and brochures have a longer 'shelf life' in the sense that consumers tend to read them more thoroughly and refer to them.

Direct Marketing

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