Direct Response Marketing

Making Cents on the Internet

1 Dec, 2007 By: Courtney Beth Pugatch Response

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The Internet has become a major shopping destination, with companies using customer preferences to create useful channels for direct response.

Steuart Henderson Britt once said, "Doing business without advertising is like winking at a girl in the dark. You know what you are doing — but nobody else does."

While the context of Britt's famous quote is unknown, the words still have a deep meaning — businesses simply cannot survive without advertising. And as direct response advertisers are aware, advertising is the key to selling product.

Most recently the marketing spectrum has transcended traditional forms of advertising. No longer are the days of marketing just on television screens and billboards. No longer will an 800 number suffice as the only means to purchase a direct response product. Technological advances have made the need for synergy to take place.

The new front-runner is the online retailer, and its complementary marketing device is the E-mail message. This newer technology has become the go-to component for nearly every online marketing campaign, and if used correctly can put more cents in your pocket.

New subscribers to the Linens-N-Things E-newsletter will receive an introductory E-mail coupon for 20 percent off any single item.

Watching the Internet Trends

Direct E-mail marketing is nothing new in regards to the Internet. In fact, your E-mail right now may be filled with messages inquiring if you're interested in refinancing your mortgage, trying a free sample of wonder drug Viagra, or even desire a great deal on a product you've never heard of.

Marketing through E-mail has been the go-to source for companies to solicit present and future customers to buy from their Web site or brick-and-mortar store. Marketers should be aware, however, that E-mail isn't the only option available to peak consumers' interest on the Internet. In fact, a highly developed and easy-to-use Web site can be the best way to reach future consumers.

While it has been proven that strategic search engine advertising will reach 83 percent of online users, the Direct Marketing Association (DMA) notes that E-mail marketing is 91 percent effective. The association's 2006 DMA Multi-channel Marketing Report reveals the most effective way to reach consumers is through a Web site, which also interests 91 percent of Internet users.

David s Bridal launched its online dress shop recently, and many brides are taking full advantage of the site s technology to shop across the store s range of gowns.

Research firm eMarketer reports that 90.4 percent of Internet users have an E-mail account that is accessed regularly, a number that is nearly 58 percent of the total population of the United States. This number is expected to significantly grow within the next two years to nearly 93 percent of Internet users having an E-mail account, giving 61 percent of the United States access to Web-based E-mail.

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