Postal mail, e-mail combo delivers double-digit response

October 2009
DM News;2009 Supplement, p28
The article discusses the benefits of using postal mail in combination with e-mail to drive better customer response. It says that when paired with an e-mail, direct mail can lead to double digit response rates. Even though e-mail marketing is cost effective, it is not enough to generate customer interests. The author says that direct marketers need to have the e-mail campaign run in concurrence with the direct mail campaign to get maximum benefits.


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