Direct Mail Vs Email Part 2: How Email Is a Formidable Marketing Tool As Well

While direct mail is an extremely effective tool for marketers, it also has its drawbacks. The obvious disadvantage it has is the cost and amount of time and energy you spend going through the process. It is also prone to the pitfalls of the postal system. Not all mail goes exactly to their intended destination.

Direct mail also forces you to dedicate yourself only on very specific geographic spots and market segments thus limiting. Though this can be seen as both a disadvantage and a benefit. It really depends on your marketing perspective.

Given direct mail’s shortcomings, we thankfully have email to make up for it.

Its most apparent advantage over email is that it is cheaper, faster and a whole lot more convenient to send and receive your mail. Email is an almost hassle-free medium to keep in touch with your customers you can send them any number of emails in any time of the day. Through email, you can effortlessly send weekly online newsletters or quick thank you notes. It can also be easily act as a bridge to your online sales page or website.

Another advantage is that direct mail allows you to send to a wider audience and geographic area (you must beware though of being too scattershot and less targeted in your approach).

Since every part of the process is automated, you also have the extraordinary benefit of receiving reliable analytics and results in your efforts. You can effortlessly track down the actions and online behavior of your target with his or her every click.

However you must also be very prudent and shrewd about the emails you send out as you may run the risk of being filtered as spam, and internet users do not like getting spam. It is advised that you send an e-mail only to those who have given you consent to do so. This considered, e-mail is a great medium for follow-ups or introducing a new offering to your current and loyal customers.

Bearing in mind the varying benefits and costs of direct mail and email, we must thus regard both not as two options of the same kind but two completely different promotional methods with their own unique uses.

Perhaps the best way to employ direct mail and email is by integrating both of them and banking on their specific advantages. One way to do this is by sending a direct mail piece then following it up or having them respond through email or other online means.

That way, you get the best of both worlds.