Direct Marketing

Paper Summary:

This paper relates that, although a number of marketers believe that email direct marketing campaigns are preferable to the use of snail mail, other critics suggest that snail mail marketing has a better return on investment (ROI) in terms of customer response and perceived legitimacy of the marketing process. The author points out that adventurous and technology sophisticated marketing methods, such as video and mobile marketing and the ability to organize and keep track of customer marketing responses, are advantages of the computer and the Internet. This paper concludes that email direct marketing should be used to keep in touch with clients and prospects who the marketer already knows; however, for unknown people, snail mail is more appropriate. The paper includes many quotations.

Table of Contents:
Introduction and Overview
Research Objectives
Importance of Topic
A Comparison between Email and Snail Mail
Snail Mail: Pros and Cons
Demographics
Summation and Assessment

From the Paper:

"The subject of direct marketing in the age of the Internet has assumed a predominant position in discussions of business advancement and marketing development. The advent of email as a means of advertising and marketing has challenged many traditional modes and means of marketing and has created new avenues for the advancement in the direct marketing field. At the same time, email marketing is also subject to various problems which, when studied in context, affect the future of marketing in general. One of these aspects, namely spam mail, will be discussed in more detail below."

Sample of Sources Used:

• Andersen, P. A., and Blackburn, T. R. 2004, An Experimental Study of Language Intensity and Response Rate in E Mail Surveys, Communication Reports, vol 17, no 2, 73+.
• E-mail or Snail Mail: A Comparison. [Online] Available at: http://www.gemsolv.com/e-marketing-articles/email-or-snailmail-article.htm [Accessed 9th April 2007]
• Beever, Jennifer, 2005, Email versus Snail Mail: Which is Better for Your Marketing? [Online] Available at: http://www.newincite.com/articles_snailmail.html [Accessed 9th April 2007]
• Geller, L. K. 2002, Response: The Complete Guide to Profitable Direct Marketing, Oxford University Press, New York.
• IES. [Online] Available at: http://nces.ed.gov/pubs2003/secureweb/glossary.asp [Accessed 9th April 2007]

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