Using E-mail to Engage

E-mail offers faster, more comprehensive statistics and analytics reporting on how recipients engaged with the e-mail than direct mail does.

"When a client sends out 100,000 messages through GetActive, they can actually see how many [recipients] opened the messages, how many people clicked on one or more links, how many people got to a transaction page and how many of those people actually converted and completed the transaction," Haji says. "So the level of data that you can see is significantly higher than in direct mail, and that's very powerful to a marketer because then you can look at those stats and see, well, where can I optimize? Is it on the conversion rate? Is it because my transaction page is just too cumbersome and got too much text on it that I'm not able to complete the transaction, or is it the e-mail itself that isn't compelling enough?"