E-mail List Testing: Tactics to Try
If you believe prospecting via e-mail isn’t cost-effective, think again.
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Tim Neeld
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• They’re still untested. While the idea of direct response files is interesting, it’s still an untested arena. Keep in mind that — as a general rule — direct mail will continue to outperform e-mail by a ratio of 10-to-1.
Modeling Opportunities
Catalogers have been using models to improve direct mail response for years. Recently, those who offer large, opt-in, e-mail databases have begun to develop modeling programs, too. This is an important step, because it gives direct marketers the same chance to refine raw information that they normally have with direct mail.
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- Companies:
- Millard Group Inc.
Tim Neeld
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