Everyone knows that e-mail is faster and cheaper than direct mail. But now that response rates have fallen drastically from their highs of a few years ago, the cost/performance benefits of e-mail are also less dramatic. At the same time, the onslaught of junk e-mail means that legitimate marketers have a tougher and tougher time making their message stand out from the crowd.
If your most recent e-mail campaign died an ugly death, here’s a list of the main suspects to consider.
http://www.dmnews.com/pdffiles/mistakes.pdf
.
