Still another marketer weighs in on the comeback of direct mail.As we reported in the November 16 issue of NL/NL's coverage of the Newsletter & Electronic Publisher's marketing conference in New Orleans New Orleans (ôr`lēənz –lənz, ôrlēnz`), city (2006 pop. 187,525), coextensive with Orleans parish, SE La., between the Mississippi River and Lake Pontchartrain, 107 mi (172 km) by water from the river mouth; founded , publishers and marketers agree that direct mail is making a come-back. Now Sarah Stabler, a contributing editor A contributing editor is a magazine job title that varies in responsibilities. Most often, a contributing editor is a freelancer who has proven ability and readership draw. of NL/NL, quotes a marketer in her latest issue of E-Tactics Letter. Drew Nisser of Renegade Marketing writes in the December 7, 2004, issue of Imedia newsletter: "If 2004 was the year of online search, 2005 will be the year marketers are rediscovering direct mail. Although search will most likely see double-digit growth again in 2005, its growing popularity also means rising prices as the most popular search terms (a finite resource) are auctioned off to the highest bidders HIGHEST BIDDER, contracts. He who, at an auction, offers the greatest price for the property sold. 2. The highest bidder is entitled to have the article sold at his bid, provided there has been no unfairness on his part. . "As prices rise, effectiveness will decline and marketers will re-visit other channels like classic direct mail. "Direct mail will also benefit from the certain implosion implosion /im·plo·sion/ (im-plo´zhun) see flooding. im·plo·sion n. 1. of e-mail, the big loser of 2005, as spam filters protect us from all but the friendliest of missives. "Savvy e-mail marketers will try to fight this trend by offering better quality and less frequent correspondence hoping to maximize their effectiveness. Double-Click, for example, recently announced a way for online retailers to take advantage of purchase confirmation e-mails, one of the few e-mails that are almost always opened." Sarah, an avowed a·vow tr.v. a·vowed, a·vow·ing, a·vows 1. To acknowledge openly, boldly, and unashamedly; confess: avow guilt. See Synonyms at acknowledge. 2. To state positively. partisan of online marketing, countered: "If search and e-mail reach their limits as Drew describes above, it's back to paper and ink and postage? I'm not so sure. Certainly for very deep-pocket marketers it is. But e-commerce has spawned a new strata of entrepreneurs who have little experience or need for direct mail marketing." E-Tactics Letter, 370 Central Park West, #210, New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of , NY 10025, 212-222-1713, www.e-tactics.com |
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