After Direct Postal Mail Fails, Perseus Turns to Opt-in E-Mail Service

Many companies have learned that a traditional direct mail marketing campaign is a poor method to generate traffic to their Web sites. One such company is Perseus Development Corporation, a developer and provider of Web and e-mail survey software.

Perseus wanted to find a marketing strategy that would bring qualified consumers to its Web site where they could download a free trial version of Perseus' software and, hopefully, purchase the product. However, after running an unsuccessful and costly direct postal mail campaign, Perseus was operating on a limited budget.

The company turned to NetCreations and its PostMaster Direct Response opt-in e-mail list management and brokerage service. Perseus saw a tremendous growth in Web site traffic after using NetCreations' opt-in e-mail service.

Before turning to NetCreations, Perseus' Web site averaged 10 to 15 downloads per day of its trial software, primarily as the result of banner advertising. After using opt-in e-mail, the company saw its downloads jump to 50 to 60 per day. Perseus' e-mail marketing campaign cost 20 cents per e-mail message sent. Its unsuccessful direct postal mail campaign cost $1 per letter.

"Because of its ability to create countless targeted lists based on multiple variables, such as topic or industry segment, PostMaster Direct offers a more effective, and cost-effective, way to generate qualified leads and close orders," said Rich Nadler, Perseus' president. "Opt-in e-mail is the most important part of our direct marketing campaign and one that we are dedicated to growing."

Perseus began working with NetCreations in July of 1998. Since that time, it has been sending out an average of 40,000 e-mail messages per month. In 1999, the company hopes to disseminate 1 million e-mail promotions.