Re: Internet advertising versus Direct Mail

From: Jim Novo <jimnovo_at_sprintmail.com>
Date: Wed 5 Apr 2000 20:34:12 -0400

ILONA KAUREMSZKY WROTE:
> I'd like to appeal to our members who come from a
> direct marketing background and are using the Internet
> for marketing opportunities. I'm dealing with a client
> has a direct mail background. They are considering the
> switch to do Internet advertising but want to know what
> the benefits are versus traditional Direct mail.
> Thoughts, please? Have there been any studies published
> on this?

Ilona,

I don't know of any published "studies" on the above
issue; most people are probably sworn to secrecy :).
There seems to be a lot of anecdotal evidence around of
success on the Internet using the direct marketing
model. I suggest searching this list archive, and
ClickZ as a resource - subscribe and go through the
direct marketing topic specific archives.

In general:

Cost of communications can be drastically reduced. You
don't say what kind of direct mail, product offered, or
the kinds of lists he uses, so comparisons are
difficult.

As a direct marketer, your client knows what he can
afford to acquire a customer already, so the hard part
is already accomplished. Most people starting out on
the 'Net have no idea and have to guess, so spend a lot
of money finding out.



Received on Wed Apr 05 2000 - 19:34:12 CDT