The most confusing benefit of direct mail that gets thrown aside when doing email is when direct mail is working.  Is delivering email cheaper than direct mail?  Of course and it can be a valuable way to cut costs.  However, it needs to be on the prospect’s terms not ours.  If the prospect is happy with the direct mail

Email marketing and direct mail need different sets of information for execution.  Name and email address are a minimum for email.  Name and physical address are necessary for mail.  Of course, there is nothing stopping you from including a form on your website asking for addresses, company name, birth date, mother’s maiden name, etc.    However, there

The first reason that doing both direct mail and email is that one can, and should, support the other.  In the example of the postcard I got, I took note of the email option and acted on it.  Instead of making me choose email over direct mail, suppose the trend of acting online from the

I recently received a postcard promotion from my favorite bookstore with discount coupons. Just as I’m sure their marketing department was hoping, I filed the coupons away and was sure to visit the week they were valid (and did). The postcard also encouraged me to sign up for email messages. Of course believing in email

Innovation can take on a lot of meanings.  In the tech community it usually means the cutting edge, the newest thing.  When it comes to marketing online the cutting edge can be a great tool.  It can also be a quagmire that will halt your process because instead of creating and delivering a marketing campaign,