The other day I was asked which email service I use to send out our monthly newsletters. My answer was Vertical Response. I like this service because I can buy as many or as few as I want, and the price seems comparable to the others. And I have a fairly successful return on that investment.
Then I got to thinking about direct mail and it's response rate, and wondered what the experts were saying. I found this article that was typical of the general consensus: With a clever, targeted subject line you almost half of those delivered opened. Direct mail? I don't know, but we do know that the bottom line is about 50% more response from the email than from the direct mail. And the use of video will only increase those results.
Is this true for all businesses and services? Of course not, but the numbers are worth a look and serious consideration should be paid to acquiring quailified email addresses. More on that later. Now, here is a case study with some interesting stats.
Case Study: Direct Mail vs. Email Marketing with Video
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