Monday, November 13, 2006

Advantages of Direct Mail Are The Same On The Web

Targeting & Personalization – Email can be tailored to a customer’s needs based on previous transactions and other data gathered historically. (also for prospects)

Optimization - Because of its direct accountability, direct mail methods can be tested to find the best online list; the best offer; the best creative; with the winning tests rolled out to a wider audience for optimal results.

Accumulation - Responses (and non-responses) can be added to the database, allowing future mailings to be better targeted.