The great debate these past few years is which communication method works better – Mail or E-mail. There are pros and cons to everything, including this topic. Here’s a quick guide to the pros and cons of direct mail and email to help you choose the right way to contact prospects and build your business.
While Email is cheap, fast and an easy testing medium, it is also known for spam where every email other than from your friends or family is deleted. Emails are also usually limited in creativity, the message is short, and it’s hard to find great email lists.
Direct Mail works in a better environment, while people still term direct mail as “junk mail“ it doesn’t have as bad a negative connotation as “spam”. There’s a high open rate as people are curious what’s in the envelope, it could be something important that they don’t want to miss. In direct mail, you have more room to be creative with imagery and a longer message. If people are compelled by the story, that reaction and emotion can get readers to take the next step.
While Direct Mail has a lot of advantages, it is typically a lot more expensive than Email. After all is said and done, a well-executed Email campaign can be as effective as a Direct Mail campaign. If you have a fair marketing budget, an integrated campaign using both methods would be ideal. Most customers rarely take action after one point of contact, so if you could reach them multiple times using several methods, this takes precedence over any single method.
Contact IDRS to learn more about how we can help you reach your customers.