In This Section
The Internet as a response channel
Utilizing the Internet As A Response Channel
While e-mail is less effective than direct mail from a delivery standpoint, the internet is an excellent response channel.
Recent studies have shown that more than 40% of direct mail recipients prefer to respond on line over contacting an 800 number or completing a business reply card. Electronic direct response will only continue to grow in popularity as the internet continues to evolve in our daily lives.
The internet also provides a low cost, 24 hour response channel. Customers can respond (and learn more about your product or service), and share information when it is convenient for them.
Finally, their direct response information is forwarded to you (or the people you designate) in real time for immediate follow up.
