Wednesday, April 6, 2011

Direct mail gains new potency as online marketing evolves

In the early days of Web marketing, the promise of the new channel's potential was over-the-top. In fact, many optimists argued that, in the future, the Web and e-mail were going to make direct mail obsolete.

A funny thing happened on the way to the Web. Not surprisingly, the reality did not live up to the hype. When it was time to measure campaign successes, these marketing pioneers' lack of online direct marketing experience added up to some pretty disappointing results. How were they to know it would be better to target their messages?

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Source: Direct Marketing News

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