Email versus Direct Mail Marketing: Which Works Better?

As more businesses and marketers have turned to email marketing, it is fair to wonder if direct mail marketing still works as effectively as it once did.

Email marketing is a good way to stay in touch with customers and prospects. Just like social media marketing, it has its place in the marketing mix. However, a downside to the massive increase in marketing emails is that only an estimated 19% are even being opened (according to the Direct Marketing Association).

Direct mail marketing still works, and it works very well. However, marketers cannot just create any type of campaign and expect it to be successful. Here are some tips and suggestions from the pros:

Keep specialized lists, and target each with the right message. That means no mass-mailing everyone the same message and offers. This requires a bit more preparation but will generate the best responses because you are offering the right message to the right audience.

Instead of mass quantity, think quality first. Fewer, better-targeted and better-crafted mailing pieces are more effective than regular, lesser-quality pieces.

Think lumpy mailings. People still enjoy receiving freebies, so include a logo pen, pencil, tiny Frisbee, mini-DVD, or mini-CD card with your contact info on it. Although these types of mailings can be more pricey, the retention and response rates can pay a handsome ROI on the investment.

Be creative. People still enjoy programs that offer discounts or a gift with repeat purchases. Set up a loyalty rewards program that ties a buyer's repeat purchases with discounts and rewards. Then announce it with a direct mail campaign.

Head to the link below to learn more information from the Small Business Administration (SBA). Then start setting up your next direct mail print campaign today!

3 "Old School" Marketing Tactics that Still Matter

Comments

5 Print Marketing Pieces that will Woo Your Corporate Clients

Some of the most effective ways of communicating value don’t require looking up a website or downloading a mobile device teaser program. In fact, non-digital marketing activities win over corporate clients regularly without ever needing to be plugged in. Here are five of them. 1. Business Cards Yes, those traditional business cards are still winners. Business cards provide critical contact information and enough detail on how to connect with an organization quickly. Whether by email, text, phone, or mail, the info on a business card is powerful. People love business cards because they are easy to transfer, pack, save, and reference. In the corporate world, business cards still resonate. 2. Letterheads and Stationary In a day and age when so much communication happens by email and texting, the traditional letter stands out, even in a mail pile full of folders and generic material. Best used when conveying a personal connection, professional letterhead is loved by co...

How to Prepare Large-Format Projects for Print

When you want to flaunt your finest, large-format printing can make an oversized impact! Large-format printing includes products printed at a length of 18-100 inches with a minimum width of 60 inches. Some of the most popular items include posters, window graphics, yard signs, vehicle wraps, vinyl banners, media backdrops, and more. While large-scale graphics are stunning, these projects require special preparation, so these images remain vibrant and sharp when stretched to larger-than-life proportions. If you plan to go BIG, here are some factors to consider. Communicate from the Start When diving in on a large-scale printing, create a detailed brief and use this to speak to your printer as early as possible. Try to include everything from the size, design, materials, and deadlines. Your printer will work with you to be sure your ideas are achievable, and the timeline is realistic. Set Appropriate Image Specifications As you connect with a printer, be sure your images ...

Share Your Brand Story to Create Distinct, Authentic Connections

In a noisy marketplace, businesses must work smarter to grab prospects and lock in loyalty. But the desire for relationship is mutual. According to Cheetah Mobile marketing director Josh Ong, customers don’t just want to buy, they want to buy into something: “Millennials are more likely than any other demographic to be brand loyal. But millennials don’t choose which brand to be loyal to at random, instead, they are highly attuned to the story that a brand tells, as well as the values that brand exhibits.” No one can resist a good story! Need proof? Here’s a fun brand story from eyewear retailer Warby Parker : Warby was founded as a rebellious upstart to tackle the problem of expensive eyewear because of a frustrating personal experience. During a backpacking trip, one of Warby’s founders lost his glasses. Since he was a broke grad student, he couldn’t afford to replace them, and he spent the rest of the semester squinting. By circumven...

Inside the Envelope

Search This Blog