| Question: | How is an e-mail marketing different from traditional direct marketing? |
|
Get answers to all your marketing questions on MarketingProfs!
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, entirely free! Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer. Sign in with your preferred account, below. 
|
|
|
|
|
| Many advertisers in the business-to-business (B2B) sector have unwittingly embraced a faulty syllogism that often results in unsuccessful campaigns. This flawed logic works as follows: 1. E-mail marketing is related to traditional direct marketing. 2. A traditional direct marketing campaign often consists of just one mailing. 3. Therefore, you can likewise limit an e-mail marketing campaign to just one mailing. E-mail marketing works differently. People tend to read e-mail messages -- even those formatted in HTML -- from top to bottom in a linear fashion. This linearity actually works to an advertiser's advantage because it provides more control over recipient behavior. However, cramming the material from a traditional direct marketing campaign into one e-mail message (as advertisers often do) results in an overly long message more likely to confuse rather than persuade. MarketingProfs.com contributor Neil J. Squillante explains the whole deal in a wonderful article that you can find in our archives. Read the wholearticle here! |
|
|
|
|
