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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Applying blanket principles (e.g., all Millennials are only tuned into online marketing) has been proven wrong — as many look to such “new” vehicles as print to access information and interact. In many cases, the broadest and best response comes from a combination of such offline marketing as direct mail and print/TV/radio advertising and online marketing.

Marketers consistently rank email as the “single-most-effective tactic” for raising brand awareness, lead acquisition, conversion, and retention. According to an Adobe study from 2018, “60% of customers … prefer to be contacted by brands via email.”

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