Direct Marketing: The Inbox Or The Letterbox

To mail or not to mail

To mail or not to mail. Thats the question!!

Our clients sometimes ask us whether they should switch their direct marketing efforts from direct mail to email. Well it all depends upon the scenarios. Both have their own merits. We specialise in both and have no particular bias either way. The two mediums can even work together to great effect on the one campaign.

The success of a Direct Marketing campaign depends upon a number of factors like, the type of addresses on the database, the nature of the product, its price, the need for - or possibility of - an immediate click-through, the opportunity for a sensory component, how creative you want to get and so on.

Is a letter better? Well if you wish to deliver a tangible, personal message, a mailed piece does put your message directly into the hands of consumers. Then again, if youve got a good email list and an impressive, user-friendly website with an online store, you may favour the immediacy of electronic mail.

Consumers do still love receiving something real in the mail that speaks to them and appeals to their interests. This is where mail really shines, engaging the emotions like no other medium. The fact that mail can stimulate all five senses means there will always be a place for its use in the future, irrespective of advances in the digital world.

Email marketing has its own significant & unique advantages. You can reach out a bulk amount of customers anytime, anyplace without travelling or spending money on postages & handling, etc. You can achieve your same marketing aims with a smartly framed email also. The only differences would be that email will contain a website URL along with the targeted product / service highlights instead of the real product itself ( as in case of direct marketing ) & also that the customers will do any kind of shopping or purchase by way of a website. This is comparatively more fast, efficient and productive.

The Direct marketing is a more successful marketing way that helps you to obtain profit at a higher rate. This is one of the swiftest ways of marketing & to grow your business. You only need to determine your target area & customers for maximum effectiveness & increased probability of marketing campaign. Thereafter, you only have to shoot the email to the target email addresses.

Whichever method you choose, a clear call-to-action is crucial and may even dictate the medium for you. Always establish exactly what it is you want them to do next. Do you want them to: visit, log on, register, present themselves in person, phone, or refer a friend?

Email does have its advantages, such as its speed and its relatively low cost but if, for example, your direct mail has been achieving good results, why replace it? Its like a fly fisherman changing flies when the one hes already got tied on has been catching fish all morning. As they say, dont fix it if it aint broke!

To know more about the significance of Direct & Mail Marketing Campaigns please visit www.atmmarketing.com.au/work/case-studies

by: atm marketing

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