Forget direct email marketing for a second, and tell me if this has ever happened to you. You go outside and open your mailbox. You get the usual: bills, bank statements, maybe a phoney million-dollar offer. But then, in the middle of it all, you see an envelope from your favourite restaurant. Thanks for being a loyal customer, it says. Next time you come by, let us treat you to a free dessert.
Now Im not exactly the coupon-clipping kind of guy, but when I run into an offer thats so relevant to me, I simply cant resist it. Millions of you are like that too. And guess what? Millions of you check your email more often than your actual mailboxes.
Thats where direct email marketing comes in. Forget spam. Spams just the phoney million-dollar offer, and direct email marketing is miles away from that. Direct email marketing is reaching the right customers, with the right offers.
Lets go back to that coupon you received from your favourite restaurant, and lets think about it from the restaurants point of view. If you clip that coupon and come into the restaurant, their direct marketing efforts were successful.
However, to get that coupon into your hands, the...
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