Direct Marketing Online Gets a Boost From Print-at-Home Coupons

摘要

Direct marketing has been part of the online experience since the Internet's early days, and coupons have been part of direct marketing since ... well, since Asa Candler started handing them out for a free glass of Coca-Cola. These days, consumers are awash in unsolicited E-mail advertising messages, and it is increasingly difficult for marketers to reach through the clutter and run an effective online direct marketing campaign. Print-at-home coupons, delivered online, can be a very effective tactic for doing just that. Seth Godin's influential 1999 book, "Permission Marketing," described how to market effectively by engaging consumers and starting a dialogue with them. Godin's thesis is that "permission marketing is anticipated, personal, relevant." Too few campaigns these days keep that precept in mind, yet research finds it is right on the mark.