Re: Driving traffic with direct mail

From: Marcia Yudkin <75200.1163_at_compuserve.com>
Date: Mon, 26 Jul 1999 17:27:09 -0500 (CDT)

BOB SCHMIDT WROTE:
>Anyone have experience/success building web site traffic
>using traditional direct mail? It seems counter-intuitive to
>me based on direct mail cpms/response rates and banner
>cpms/response rates, but perhaps it has potential.

I got the first 500 subscribers to my weekly e-mail
newsletter, The Marketing Minute, by sending out postcards
to about 4,000 people on my regular mailing list. Most of
those folks were people who had been in a seminar with me at
some point. In turn, The Marketing Minute generates
thousands of dollars of revenue for me.

I've gotten a much lower rate of signup with another
postcard mailing to prospects who don't already personally
know me, but I believe that with time, that campaign will
have paid off too. (I say "with time" because some people
are on the list for three or six months before they buy
products or services.)

Direct mail is a terrific way to leverage whatever offline
reputation you already have.

Marcia Yudkin
Author, Six Steps to Free Publicity and eight other books
Publisher, The Marketing Minute - http://www.yudkin.com/marketing.htm

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Received on Tue Jul 27 1999 - 09:19:30 CDT