Apr 10, 2022
In General Discussions
In some important respects, direct mail bested e-mail in the DMA test. Direct- mail response rates were even higher than e-mail in the online-oriented mailing list computer and electronic products industries (3.14% over 3.02%). Direct mail out-performed e-mail in other areas, such as revenue per contact ($0.85 over $0.18), traffic generated (5.84% over 1.54%), fundraising (5.08% over 0.66%) and direct order (2.20% over 2.07%). A June 2006 article in DM News entitled, "Mail Withstands BTB's Online Shift" quotes mega-direct marketer Harte-Hanks SVP Matthew Rosenblatt as mailing list saying that in spite of the money gushing into Internet promotional vehicles, "mail remains very powerful, particularly when used in conjunction with online strategies." DM News notes, "Mail also is a better driver than e-mail when C-level executives are the target audience. At this level the best types of communication are either dimensional pieces or very simple personal letters." Some direct marketers have mailing list observed that younger workers have a greater tendency than senior executives to opt in to e-mail lists. Steve Middleton, EVP of Strategic Planning for international marketing services agency Publicis Dialog says.