Exploring benefits of E-mail Marketing compared to traditional Direct MailSeminar paper from the year 2007 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: MA, Bournemouth University, language: English, abstract: Introduction In the UK, slightly different definitions of direct marketing are made than the ones accepted by the US Direct Marketing Association (DMA). In the UK, it is a method of marketing which develops a direct relationship between the company and its customers in an individual base. Whereas, Stone and Jacobs (2001) define direct marketing as an interactive system of marketing, to effect a response which can be measured, recorded and analyzed on a database for further use. Roberts and Berger (1989) also affirm that it is an interactive system because both the marketer and the customer communicate with each other. In addition to this, the marketer gives a chance to the individual to respond and gets feedback from the individual. According to Roberts and Berger (1989), the measurability of direct marketing activities is very important. This can be obtained through the opportunity that the particular communication which develops a response from the individual can be identified. Moreover, the contact can be carried through any communications media. As Stone and Jacobs (2001) acknowledge, direct mail is just one of the media which is used for direct marketing among a wide range of other alternatives such as TV, radio, magazines and telephone. With the advent of internet, e-mail has become a new communication channel which is quicker, easier and cheaper. In addition to these, it is mostly interpreted as a media, which can gather more responses and these responses can be measured more easily (Tapp, 2000). |
Common terms and phrases
According to Graham acquired addition ADVANTAGES of E-MAIL advertising aim of direct argued Benefits of E-mail Brann build customer loyalty BUILDING RELATIONSHIPS campaign Carrigan Chittenden and Rettie communication channel companies company’s comparison to direct components consumer cost efficiencies customer information customer relationships DATABASE MARKETING database of customer demographic direct mail direct marketing e-mail marketing easier and cheaper effect electronic mail Fraser-Robinson 1992 gather more responses Graham and Jones important issues individual base interactive system Johnson junk mail less McCorkell 1997 measurability medium Moreover Nash Nettleton newsletter offers opt-ins opt-out perform better personalization postcard promote QUALITY OF DATA quicker reach the individuals receive further recipient in order reply form result Roberts and Berger significant amount significant issues spam Stone and Jacobs success of direct Tapp TARGETING and BUILDING TECHNOLOGY Trollinger unsolicited up-to-date websites wide range Wientzen worldwide