E-mail Versus Direct Mail - That Is Better?
The Professional's of E-mail:
The Professional's of E-mail:
PRO 1: E-mail is cheap. That is why spammers love it. They don't care whether response rates are low as a result of their costs are negligible. If you wish to succeed in a large number of folks and if you have got access to a solid, opt-in list, go for it. A take a look at certain won't value you an arm and a leg.
PRO 2: E-mail is fast. In two senses. First, your production time is minimal. As soon as you get an plan to test, you can write an interesting e-mail, and hit the send button. Second, your prospect gets your e-mail instantly so responses can begin pouring in at intervals minutes. Speed, from begin to finish, means you'll be able to be a brilliant-agile marketer.
PRO three: E-mail may be a fabulous testing medium. As a result of the speed mentioned higher than, you can get nearly instant answers to your promoting questions. Could be a cross-sell supply visiting be a winner? Send a group of prospects an e-mail and you will have an answer. Have you written two nice headlines but cannot decide which one to go with? Do some e-mail testing and obtain your answer fast!
PRO 4: Downloadable achievement pieces are instantly accessible. For example, if you are offering prospects a White Paper filled with valuable data, they will click through to your landing page, fill in a very very little qualifying data, and download your White Paper in beneath 2 minutes. The fact that they do not have to wait long to induce their free fulfillment piece boosts response rates.
The Cons of E-mail:
CON one: The e-mail "surroundings" is poor. Thanks to the spam avalanche, sorting through e-mail messages may be a real drag. Which means your prospects are trying for messages from colleagues, family, and friends, and everything else is out. And fast.
CON a pair of: E-mail messages must be (comparatively) short. When prospects are probing their e-mail, they wish data quickly. Therefore long copy is out. Complicated offers are out. Supporting facts and arguments are out.
CON 3: E-mails limit your creativity. An all-text e-mail is clearly visually quite boring. The message is the whole ball game. Even in an HTML e-mail, you can add some color and photography, however the look is never great. Let's face it. With e-mail, your graphic designer is fighting with one hand tied behind her back.
CON 4: Great e-mail lists are arduous to find. Yeah. List brokers promise you a high-quality "opt-in" list however you are usually enjoying with fire. The easy reality is that the junk mail list business is a LOT a lot of mature.
The Pro's of Direct Mail:
PRO 1: The junk surroundings is a smart one. Sure, individuals decision unsolicited mail "junk mail." But they use the term with a ton less anger than they are doing when they speak of "spam." When you read through your e-mail, you are sitting at a desk viewing a monitor and you're busy. After you sort through your postal mail, you're probably abundant more relaxed and feel less put upon. This difference in receptivity is, in my judgment, incalculably important.
PRO two: Junk gives you the space you need to inform the entire story. If you write a compelling letter, readers will stay with you. They will NOT keep on with you in an e-mail.
PRO 3: In unsolicited mail, you can use emotion. In your letter or flyer you'll be able to inspire, frighten, cajole, convince, make cogent arguments, and motivate. Readers just do not wish that in an e-mail. They want you to inform them the facts and get out.
PRO 4: In unsolicited mail you'll be able to include totally different pieces you'll hold in your hand. I am talking about a colourful flyer, a testimonial sheet filled with raves, objective product reviews, you name it. You never recognize what is visiting capture a reader's interest or attention. With an e-mail you get pixels on the screen and zilch more.
The Cons of Direct Mail:
CON 1 : Direct mail can be expensive. Postage is sky high and heading higher. Printing usually prices a lot of money and there is list rental and letter-look prices to consider. Not to say artistic development. The bottom line? Unsolicited mail can be terribly cost effective but there's no question that your front finish prices are going to be higher. That's the only massive "con" you've got to worry about.
Final Thoughts
As you'll be able to see from the professionals and cons listed above, e-mail and direct postal mail both have their advantages. Lately, direct mail has been during a bit of a decline, partly as a result of of the economy and partly as a result of e-mail marketing has created inroads.
One could argue that spam can be making a HUGE comeback as spammers still destroy a legitimate selling channel. Therefore keep it up testing e-mail but do not neglect the proven, money-making power of a letter package or self-mailer!
by: Kimberly
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