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It can also be argued that these campaigns are more environmentally friendly. In theory, since they are more targeted and relevant, and deliver higher returns, there should be fewer pieces that are mailed and discarded without being read. They also allow marketers to be able to reach out to potential customers with a postcard or tri-fold instead of sending a full catalog, for example, to pique interest while cutting down on paper usage and postal costs, highlighting key products or services for the recipient and directing them to the full catalog on the Web. Some of the communications are delivered electronically, further reducing paper waste.
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- Eastman Kodak
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