Let's say that yours is one of the less than 20 percent of e-mails that I actually open and read. And let's say I click onto your web site and don't immediately find a way to sign up for the offer you told me about. Perhaps you want me to sit through a flash presentation about your business and click through several pages to get to your offer. Or maybe you expect me to click 10 times to place an order. That was me leaving.
Direct response is scientific.
You can measure what works before you go live on a grand scale. Not capturing customer information on your site Making yourself heard through the marketing noise and getting people to your site is no small feat. An e-mail address and permission to use it is still the most valuable thing a netizen can give you. Advertising before your metrics infrastructure is in place Don't advertise until you have mechanisms in place to measure and analyze the responses. Otherwise you can't measure which offers, lists and copy work best.