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Over the last few years, the growth of on-line marketing campaigns - especially email marketing - have pushed more traditional off-line marketing efforts to the background. While there are significant cost and immediacy advantages to online marketing campaigns, organizations can greatly benefit from keeping direct mail in their marketing program mix. In fact, the Direct Marketing Organization notes interesting synergy between online and off-line efforts. According to their Fifth Annual E-Commerce Survey, the DMA discovered that direct mail is slightly more effective at driving web site traffic than email marketing.
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