Direct Mail vs. Email Marketing – which way to go?
How many of you are wondering which type of direct marketing campaign to do in the last half of 2012? How many of you have sent out a direct mail campaign? An opt in email campaign? How many have been based on your own internal lists? What kind of response have you seen?
What if you considered looking beyond your internal list and expanding to include targeted direct marketing lists from an external source, in order to connect with prospective customers?
As a Direct Marketing Consultant, I work with numerous types of customers – some of them new and some of them repeat from many years back. Most of these customers, especially the long term clients keep coming back because they see the merit of a targeted direct marketing campaign to expand their customer base.
Today, I thought that I would look at how Direct Mail is doing compared with Opt In Email Marketing. What are Direct Marketers saying about direct mail?
Here is an article from Forbes titled “Direct Mail: Alive and Kicking.” The article reinforces that direct mail is very much alive. That a medium that can be touched as compared with digital media like email is still valued by many. Direct mail is still scoring very high for B2C marketers for customer contact and retention.
Here is one more article from Small Biz Technology titled “Why Direct Mail (as in paper!) Works Better than Online Marketing, Sometimes.” This article again emphasizes that you can touch a direct mail piece and get a very good idea of what it is about more so than from a subject line in an email.
I hope that this information has been helpful and has reinforced that the marketing mix lives – even within direct marketing. It is important to mix it up between digital and more traditional forms of marketing – make it personal – touchy feely even.
Thanks for your time!