I am often asked “Which is better, email marketing or direct mail marketing?” While email is a very effective means of communicating and selling customers, from a prospecting (finding NEW customers) perspective, I think direct mail is much more effective, and here are 7 reasons why:
GREATER RESPONSE. When looking for “new” customers, study after study shows that regular mail will generate more new customers than email. A recent study by the DMA (Direct Marketing Association) shows that direct mail is 10 to 30 times more effective than email.
HIGHER DELIVERY RATE. A good mailing list is usually 95% delivered. On the other hand, the vast majority of email lists that are advertised have a delivery rate of less than 50%. Also, due to the constant onslaught of spammers, ISPs (Gmail, Yahoo, AOL, etc.) are starting to block unsolicited emails … and for this reason some are predicting the disappearance of email “prospecting”. electronic Fantastic offer, fantastic creativity, fantastic list … all of this is irrelevant if the ISPs don’t deliver. With regular mail, your offer is delivered!
HIGHER OPENING RATE. With the vast majority of email “prospecting” campaigns, more than 95% of all emails are not even opened. The recipient of the email will delete or transfer to the spam box … without even looking at the email … your brand. On the other hand, snail mail is a tangible item that usually catches a eye. The recipient may not read every word, but your business name or brand will gain much more awareness from snail mail than from email.
MORE PERSPECTIVES. It is very difficult to acquire quality and accurate email addresses, mainly because most people do not accept offers from third parties. For this reason, virtually all email lists lack the majority of the goal. Typically, a good mailing list offers 80% more leads.
LONG USEFUL LIFE. The lifespan of an email offer is measured in seconds, while a regular mail offer can sit on a coffee table for days.
LESS COMPETITION. More than ever, consumers are bombarded with digital offers they don’t want. Email is now the messy option, while direct mail represents the ordered option. With snail mail, your offer will not be lost in a deluge of competitive offers.
SAFETY. This is a big problem! With the growing threat of identity theft, viruses and SPAM, people are increasingly reluctant to respond to online offers … even legitimate and interesting offers. Normal mail is safe … the user can visit any website on his own schedule and without having to click on potentially dangerous links.
Therefore, both to “prospect” and to present offers qualified buyers (BUYERS looking for your product or service) to help you grow your business quickly … “old” mail is much more effective than email! Email “prospecting” is losing its power. Direct mail, on the other hand, has never really lost its power and is, in fact, gaining traction. This is why even some of the biggest names on the internet – Google, Facebook, Microsoft, to name just a few – are major direct mail users. Bottom line: businesses that use regular mail will gain a competitive advantage over competitors who skip mail.
If you want to grow your business quickly and profitably, NOW is the time to start your direct mail campaign!