Riverdale Inc. is a multiplatform retailer that does business primarily through direct mail marketing. The company sells approximately 400 products including statues, die-cast vehicles, T-shirts, posters and lithographs, plush toys, and household decorative items. Riverdale management is exploring ways of improving its direct marketing mechanism. Which of the following, if true, would most weaken the argument for using email for direct mail marketing?
A) Growth in the use of email for direct marketing is uncertain.
B) Studies show that a large percentage of such emails go directly to customers' spam folders.
C) Riverdale has traditionally used catalogues for its direct marketing efforts.
D) Not everyone who has used this medium for direct marketing has been successful.
E) Only interested customers will go through such messages in great detail.

Question

Quizplus · Accepted Answer

If a large percentage of email marketing messages go directly to customers' spam folders, it would weaken the argument for using email for direct mail marketing. Customers will not receive the messages, and this would result in a waste of resources for Riverdale Inc.