Email is a Great Direct
Marketing Tool
by Lenny Barshack
E-mail
is fast, inexpensive, manageable, easy-to-use, and uniquely personal.
It is already established as an important communication tool, often
surpassing the telephone for many forms of business and personal
interaction. E-mail is increasingly being used as a means to receive
business and personal news, entertainment, products, and even
advertisements. People want to receive marketing materials when they've
asked for them. Vendors I request information from can also track my
response and tailor future mailings to my preferences. Consensual direct
e-mail campaigns average response rates well over 20 percent, and that
doesn't even begin to address the personalization options that e-mail can
bring to the table. E-mail is not only a way to deliver a message to an
interested audience, but a way to tailor that message over time to make it
as relevant as possible.
(Taken
from Target Marketing)