DM News reports that more and more direct mail list managers are dabbling with online lead generation, particularly in email marketing. List brokers and others in the industry have been wary of the new medium, as its has been somewhat cannibalistic for direct revenues, and the campaigns have typically generated effective CPMs far lower than those to which mail list managers have been accustomed.

DM'ers Warily Test Email Marketing Waters Posted by: DTB at 9:29 PM  |  Permalink