Direct Mail Still Effective?
I’m often asked “Which is best, marketing with email or direct mail marketing?” While email is definitely a effective medium for communicating and selling customers – in the prospective of prospecting (finding NEW customers) – I feel direct mail is a bit more effective, and here’s 7 explanations why:
HIGHER RESPONSE. When searching for “new” customers, comprehensives research proves regular mail will generate more clients than email. A recent study because of the DMA (Direct Marketing Association) shows direct mail being 10 to 30 times more efficient than email.
HIGHER DELIVERY RATE. A good subsciber lists is typically 95% deliverable. On the other hand, most of subscriber list being advertised employ a delivery rate of below 50%. Also, because of the constant onslaught by spammers, the ISPs (Gmail, Yahoo, AOL, etc) start to block unsolicited emails… and for that reason some are predicting the demise of email “prospecting.” Fantastic offer, fantastic creative, fantastic list… pretty much everything is irrelevant should the ISPs don’t deliver. With regular mail — your offer gets delivered!
HIGHER OPEN RATE. With most of email “prospecting” campaigns, 95+ percent of the emails are certainly not even opened. The email recipient will either delete or transfer on the SPAM box… without even peeking with the email… your brand. On the other hand, mailbox is a tangible item that typically captures a peek. The receiver would possibly not read every word, however your company name/brand will gain additional awareness with snail mail than with email.
MORE PROSPECTS. Accurate — quality emails are very hard to come by — since most people usually do not opt-in for third party offers. For this reason, virtually all subscriber list are missing almost all of the target. Typically an excellent mail list offers 80% more prospects.
LONG SHELF LIFE. The shelf-life of your email offer is measured in seconds, while a proposal via regular mail can linger over a coffee table for the days.
LESS COMPETITION. More than ever customers are bombarded with digital offers which they don’t want. Email is actually the cluttered option, while direct mail represents the uncluttered option. With send your offer won’t get lost in avalanche of competitive offers.
SAFETY. This one is usually a biggie! With the growing threat of identity fraud, viruses, and SPAM, individuals are becoming more and more hesitant in answering and adjusting on-line offers… even legitimate interesting offers. Regular mail remains safe and secure… an individual can visit any site on his/her own time schedule and while not having to click very dangerous links.
So, for “prospecting” and also putting offers before qualified buyers (BUYERS that need to find your product or service) which will help grow your business quickly… “old fashion” mail is a lot more effective than email! Email “prospecting” is losing its power. Direct mail alternatively has never really lost its power and is particularly in fact gaining strength. This is the very debate that even a few of the biggest Internet names (Google, Facebook, Microsoft to mention just a few) are major direct mail users themselves. Bottom line – businesses that use regular mail will achieve a competitive edge within the competitors that skip mail.