Email Marketing Vs. Mail
The debate whether email marketing is a better marketing solution than direct mail has began raging since the late 1990s. Purists on both sides argue the validity of both mediums. Even net-based entities like Google are experimenting with both methods. MSPMentor blogger Joe Panettieri reported receiving a direct mail package from Google. Both email marketing and direct mail marketing have their perks and disadvantages.
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Email Marketing Pros
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Email is cheaper than most other marketing strategies. It even has a better return on investment. In "The Truth About Email Marketing," Simms Jenkins writes "Research shows that for every dollar spend on email marketing, you can expect an estimated return of $46." Email is faster and customers can respond immediately. Email is highly trackable. The low cost gives business more flexibility in testing strategies. For example, you can test several headlines to see which ones get opened the most.
Snail Mail Pros
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The tangible nature of snail mail is a perk in and of itself. Even if receivers trash it, they'll skim it before it hits the waste basket. Direct mail has the convenience of space. You have as many pages as you want to tell the customer about your service or product. The more they read, the more likely they'll call. You can also include additional brochures and free items like key chains in direct mail that will promote recall even if the person doesn't buy now.
Email Marketing Cons
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Because of spam, prospects are skeptical about opening emails that aren't from friends, family and co-workers. An entire email can be deleted without reading a single headline. Email readers have no patience. Emails have to sell with very little words. Email readers are fickle, even when they opt-in. In "Email Marketing By the Numbers" authors Chris Baggott and Ali Sales write "high frequency and message irrelevance can quickly drop your subscriber value." List brokers are highly unreliable.
Snail Mail Cons
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The expense of direct mail can outweigh its benefits. Every few years, the cost of postage increases. Printing costs also continue to increase. With those high expenses, you have to hire a professional writer to make sure your message sells. The best direct mail writers can cost as much as $10,000 per project. According to the Direct Marketing Association The rate of return on direct mail can be less than 3.42 percent. The timing involved to develop a worthy campaign can cut into time for other business matters.
Expert Insight
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Instead of choosing one over the other, utilize both methods. Use email to keep in touch with your prospects and to help build your physical mailing list. Promote simple offers through email. Save direct mail for complex promotions. Mary Sullivan, co-founder and principal of KickStart Alliance, says "Work with an experienced, reputable list vendor and choose the list parameters very carefully." Use a web landing page as a follow-up option for your direct mail list.
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Comments
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Completely agree, wel said. We need to use both!
