| If you've been on my e-mail list for any length of time | | | | and generate a relationship with that list. |
| you know that I use quite a bit of e-mail marketing. | | | | I would probably use both direct mail and e-mail. So if |
| And it's very efficient. However, if you compare | | | | you can get the e-mail address on the first page of |
| sending an e-mail to mailing a letter...if you send 3,000 | | | | your site that will be the highest conversion. And then |
| e-mails compared with 3,000 direct mail letters, the | | | | when they go through from the first page to the |
| 3,000 direct mail letters are almost certain to out pull | | | | second page you ask for their mailing address. |
| the e-mails. So just be aware that direct mail will | | | | With the e-mail address you send out great content, |
| almost always out pull the e-mail process. | | | | useful content all of that sort of thing. With a mailing |
| Having said that, the beauty of e-mail is you can send | | | | address you also might be content useful, but you give |
| it regularly at no cost. I probably send out over one and | | | | it a bit more of a sales basis so you'll send out direct |
| a half million e-mails a year. And if I was to do that with | | | | mail letters for a particular product and that sort of |
| direct mail that would be very, very expensive. So it | | | | thing. I think you'll find that if you're doing that you'll get a |
| does give you that ability if you can collect an e-mail list | | | | far higher response rate. |