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Article

Title: Yahoo's Secret Weapon: Direct Mail

Author: Wood, Cara Article Type: Product Analysis
Source: DMNews, v28 n29 p2(2) Publication Date: Aug 7, 2006
  ISSN: 0194-3588
  Illustrations: Photographs
URL of Publication: http://www.dmnews.com

Yahoo! Search Marketing is relying on direct postal mail for its latest advertising campaign, which is promoting Yahoo!'s Sponsored Search program. The direct-mail campaign is targeting small businesses that have an online presence over the Internet. The Yahoo! Sponsored Search service connects companies with potential customers and buyers. The pay-per-click program involves companies bidding on keywords in an auction-type setting. The recent direct mailing included business reply cards and promotional codes that gave recipients discounts if they signed up by a certain date. Yahoo! has been using direct mail as part of its marketing strategy for over five years. Its Search Marketing unit keeps track of how well direct mail works in terms of new customer acquisitions. It also tracks lifetime revenue per customer, acquisition costs, and conversion rates. According to Yahoo!'s acquisition-marketing director Patrizio Spagnoletto, the company is extremely pleased with the results of its direct-mail campaigns. Direct mail gives Yahoo! the opportunity to reach out to smaller businesses that might otherwise hesitate to inquire about new programs and services. It gives potential clients an avenue for asking questions and receiving additional information via telephone, e-mail, or additional postal mailings.

Special Features: Photographs

Companies:
TecTerms Yahoo! Inc

Products:
Pay Per Click Yahoo! Sponsored Search

TecTerms:


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