With the advent of e-mail marketing, direct marketers now have the ability to reach a large audience at a much lower cost and greater frequency than most media.

With costs a fraction of direct mail, coupled with immediate response and measurement capabilities, it makes sense to incorporate e-mail in the marketing mix.

E-mail is most effective when integrated with other channels. Campaign integration with targeted television, radio, freestanding inserts, print ads and direct mail leverages real world branding with online branding and direct response.

Whether used as an upfront soft lead in to receiving direct mail or as a follow up to direct mail or other media, e-mail has been proven to create significant lift to these strategies.

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