One on one marketing, also known as direct response, has changed. With the upsurge in marketing through digital sources with e-blasts, drip campaigns etc. consumers are finding their emails no longer of the value they had in the past. And while it might not feel like it, direct mail into your physical mailbox has declined leaving an opportunity to return to this old, trusted method of direct response depending on timing and budgets.

That said, there is still a tremendous opportunity to target through a digital campaign which is why it shouldn’t be ruled out as a way to communicate directly to a potential customer. It does demand, however that the subject line and following content be compelling enough to cause the potential person who received your email to actually click to read it rather than click to delete it.