Re: Internet advertising versus Direct Mail

From: Whiteside, John <John.Whiteside_at_CWUSA.COM>
Date: Tue 11 Apr 2000 14:46:59 -0400

STUART HOCHWERT WROTE:
> There are tens of thousands of niche direct mail lists
> available that assure high response rates in select
> categories. Want to reach Cross Stitchers - they are
> over 10 lists available. Want to reach Model
> Railroaders - again, many lists available.

This is a good point that should be noted -- generally,
the demographics available for postal lists are
dramatically better than what you find on opt-in email
lists. While some list owners (such as PostMaster
Direct) have done a far better than average job of
providing useful demographics for their lists, as a
whole the email list industry lags behind postal and
phone lists. You can collect data and target based on
it after you get a response from someone... but first
you'll kiss a lot of frogs....

John Whiteside
john.whiteside_at_cwusa.com
Cable & Wireless
eMessaging Solutions
john.whiteside_at_cwusa.com
www.surecom.com / www.cwusa.com




Received on Tue Apr 11 2000 - 13:46:59 CDT