This paper compares the the use of the Internet email versus snail mail in direct marketing.
Written in 2007; 3,640 words; 20 sources; APA; $ 101.95
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."
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