Why is Direct Mail Marketing Ineffective?
Coupons received in the mail are considered direct mail. Direct mail marketing is the mass mailing of an advertisement. Businesses choose which zip codes they wish to have their coupon delivered. The direct mail company bundles the advertisement either in loose coupon form or coupon book/magazine form and delivers them to the zip codes chosen. Recipients of direct mail did not request the mailing – some consider this “junk mail”. Since the mailing was not requested, companies using direct mail marketing may have little to no response; success is related to the product or service the business is attempting to promote, its popularity, and many other factors. Want to know more? Consider the following eMarketing scenario for a restaurant: You communicate monthly with members of your loyalty program, your list size of 1500, each containing a buy-one-get-one-free offer. You get a 10% response rate for 3 of the 12 messages, adding up to 450 visits. At $25 (for 2 people) check average, that’s
