E-mail vs. direct mail marketing: which works better?(MARKETING STRATEGIES)

Kitchen & Bath Design News, November, 2005 by Popyk, Bob

It was just a few years ago when only a few people had e-mail addresses. Now, no self-respecting kitchen and bath dealer would be without one. Just as very few people today are without a cell phone and cable TV, few people are without Internet access and e-mail. Sure, there are a small number of people who still have rotary phones and TVs that only bring in three channels with a rooftop antenna, but just about every age group has e-mail.

E-mail is cheap. You can send out letters to your e-mail list as many times as you want without spending huge amounts on postage. Since e-mail has little cost and direct-mail rates are high, it came as something of a surprise to find out many kitchen and bath retailers are planning to increase their spending on direct mail....