Many young people who grew up on the Internet enjoy communicating by e-mail or instant messaging and have never learned the mailing list mechanics--and benefits--of direct mail. They have little experience with the complexities of list acquisition, distribution, printing and the strategies and tactics of direct-mail creative. This generational predisposition toward e-marketing tools often means.
That companies are not taking advantage of all the direct-marketing methods that are available to them. But the trend is changing. The DMA, representing mail, phone and online direct marketers, in its 2005 response rate study demonstrated mailing list a noticeable growth in corporate use of direct mail, after some years of decline. In its review of 21 industries, from computers to agriculture, the DMA documented direct mail edging out e-mail response rates by 2.77% to 2.48%.
E-mail outperformed direct mail in the study as a lead generator 3.15% to 2.15%, but, again, the results are considerably diluted by the fact that only a comparatively small proportion of potential customers on lists agree to receive e-mail. A fairly mailing list higher percentage of those became leads, but the statistical majority of prospective customers have chosen not to get unsolicited e-mails.