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Feb 12, 2001

Why SparkLIST Markets via Snail Mail Instead of Email

SUMMARY: What with all the press we give to email marketing -- is there a time when it's smarter to use old fashioned direct mail?? Here's a real-life story that may help you decide.
Every five days since last November, SparkLIST has mailed another printed postcard to marketers and list owners on its prospect list. Why would one of the world's leading email list hosting companies blitzkrieg America's marketers with snail mail?

VP Marketing Kurt Zempel explains, "Because we're in the email business, we have to be particularly sensitive to spam. It seems to be the norm that direct mail is ok for unsolicited correspondence. Also, it gives us the opportunity to have more impressions. Can you imagine if we sent this series though email? By the second or third time prospects would be screaming their heads off to get off the list!"

So far the campaign, featuring a series of seven different educational and salesy postcards, has been successful enough that Zempel plans to continue it in the future.
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