Marketing: snail versus email

I’m looking at some interesting education marketing reports right now and found this interesting comment:

“We have tried combo programs, encouraging folks to go to our website and answer questions if they get the direct mail piece, and/or the e-mail to test which works better – and the e-mail always does!”

The reason, I’m sure, is context. When you get the email, you’re on your computer, and you’re just a click away from the website. But when you get the mail, you’re not … and it’s too much hassle to save the piece until you are.


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