Archive for April, 2019

What Is The Difference Between Direct Mail and Email Marketing?

Do you know the difference between direct mail and email marketing? Have you ever received a coupon, discount offer, or information on an upcoming sale in your mailbox? Or perhaps you prefer finding out about discounts via email promotions. In either case, you were the target of a marketing campaign designed to get you in the store. Today, email marketing and direct mail are two of the most popular forms of consumer marketing. Yet, many people don’t really understand these techniques. In this post, we will explain how these marketing methods work and how they might benefit you.

a graphic representing the different between direct mail and email marketing

Difference Between Direct Mail and Email Marketing:

What is Direct Mail and Email Marketing?

Direct mail encompasses a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters, print services, and sales letters.  This marketing mean goes out via the postal system targeting either current customers, past customers or potential prospects that would utilize your services. The most effective direct-mail pieces often feature discounts and coupons for consumers.
Email marketing involves sending a mass commercial message, usually to a group of people that have shopped for your service before, using email. Email marketing includes using email to send advertisements, request business, or solicit sales or donations.

Direct mail vs. Email marketing

We typically look at a new email for just two seconds. Because of the sheer volume of emails in our inbox and advertisements on the web, digital messages can be slightly less memorable than print messages. Brand recall directly after seeing a digital ad is just 44%, in comparison to direct mail which has a brand recall of 75%. Although the US Post Office has increased postage costs over recent years, there are Drop Ship services available to save on bulk mailings that make direct mail very cost effective. Plus Print Services and Mail Services have dropped throughout the past few years due to advancements in presses and efficiencies making direct mail more affordable.  Email marketing might be cheaper to facilitate and might get a higher response rate of opens. But direct mail has proven to generate a larger return on investment.

Benefits of Direct Mail marketing

Direct Mail is the only marketing mean that allows businesses to target a specific type of prospect and hit them at their home or business with a marketing message knowing that it has been received. Other Marketing means like Radio, TV and Email marketing are all effective marketing methods but there is never a guarantee that your prospect will see your message, hear it or open it due to SPAM filters and full inboxes.  In fact, Direct Mail has the perception of a more personal form of marketing. While email has the perception to be rapid and informal. Research suggests that Direct Mail is better for generating new customers. In fact, 13.8 billion letters are sent every year, 12,098,60 a day are direct mail messages created by print services. In addition, the average lifespan of direct mail is 17 days.

Benefits of Email Marketing

The average return on investment for an email is $38 for every $1 spent. Each year, 74 trillion emails are sent, and the average lifespan of an email is two seconds. Email is better for generating profit fast with Flash Sales or huger offers. Email marketing is significantly cheaper and faster than traditional mail. It can reach a very broad network of prospects, but with SPAM filters and the majority of retailors sending daily emails, a lot of them go unopened or seen.
How do you decide between direct mail print services and email marketing?  There are benefits to each and they both should be a part of your marketing strategy.  But keep in mind when sending an offer or coupon to a potential prospect, research has found that 66% of consumers are more likely to remember to use a voucher if they have a physical copy of a coupon verses an email copy.  Hopefully this cleared up many concerns when it comes to the difference between direct mail and email marketing.

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Direct Mail Marketing and Millennials: How to Make the Most of Your Campaign

There is a significant amount of debate surrounding direct mail marketing and millennials. Although the younger generation spends most of its time cavorting on digital platforms, they still very much trust direct mail marketing campaigns. In fact, a recent survey found that 90% of millennials consider direct mail advertising to be reliable. In order to fully take advantage of this, your direct mail strategies must suit their needs and interests. Let’s take a look at just how this can be done.

Group of thoughtful business millennials, analyzing a Direct Mail Marketing and Millennials campaign with eyeglasses reading documents in the office.

Direct Mail Marketing and Millennials:

  • Build A Laser-Targeted Mailing List

Gone are the days of blindly reaching for customers; in this modern era, you’ve got a lot of accurate information at your fingertips regarding demographics. By leveraging this information, you can pinpoint the right people to target for your campaign; focus on demographics, behaviors, and life events. This will help to create a campaign that is relevant and even exciting for consumers.

  • Test and Track Everything

Despite your best efforts, no campaign will be perfectly suited for every consumer out there. The key is understanding what is working the best (and what isn’t) so you can take steps toward a more impactful campaign in the future; you can do this by testing and tracking every new campaign or strategy you implement. In turn, you’ll be able to make the most out of your marketing budget and see higher returns on investments.

  • Multiply Your Touch Points

Not every plan works immediately, which is why the “3-7-27” rule of prospecting exists. If you can get your message in front of a consumer three times, they’ll be able to recall who you are; after seven times, they’ll remember you or your brand; after 27 times, they’ll trust you. As a result of this rule, it’s important that you not abandon a campaign too soon — it may end up working out a little farther down the line.

At the end of the day, the details of your mail marketing services determine how successful your campaign is. If you’re reaching the right people and are saying the right things, but you’re not keeping comprehensive data on their responses or behavior, it will be impossible to figure out what is working and what isn’t. By following the above tips, you can ensure that you’re gleaming every ounce of useful data as possible from your direct mail marketing campaign and reaching the younger generation of millennials.

Take a look at our many direct mail marketing strategies for your next millennial-driven campaign.

Posted in: Campaigning Help, Design Tips

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