Direct mail or email, that is the question…
If you’re a business owner or marketer looking to expand your reach, entice new customers and increase brand awareness, you may be weighing up the pros and cons of email or direct mail.
Two of the most popular ways to reach potential prospects, both marketing tactics have their advantages and disadvantages, so it's important to choose the right one for your business.
In this blog post, we will explore the differences between direct mail and email marketing, so that you can determine which one is right for you.
Direct mail marketing involves sending promotional material, such as postcards, brochures, or letters, to potential customers through their letter box. This method of marketing allows you to target specific demographics and geographic areas.
There are instances where direct mail marketing may be more expensive than email marketing, as it involves printing, materials, inserts, postage, and mailing costs.
However, direct mail can be more effective at reaching a local audience and generating leads.
In fact, according to the Data & Marketing Association, direct mail has a 9% response rate compared to 1% for email marketing.
Email marketing involves sending promotional electronic messages to a list of subscribers.
There are instances where this method of marketing may be more cost-effective than direct mail marketing since it doesn't involve printing or postage costs. However, costs are incurred from email scheduling software, purchasing mailing lists, design time and copy writing.
Email marketing also allows you to reach a large audience quickly and can be automated to save time.
According to Mailchimp, the average open rate for email marketing campaigns is around 20%.
However, as mentioned earlier, email marketing has been proven to be less effective at generating leads than direct mail marketing. Think about it - how many emails do you receive everyday? It's easy for your message to get buried in someone’s inbox or even marked as spam.
The decision to use direct mail marketing or email marketing depends on your business and marketing goals.
Here are a few things to consider when deciding which one is right for your business:
Direct mail marketing is more effective at reaching a local audience or specific demographics, such as seniors or homeowners.
If your business targets a specific geographic area or demographic, direct mail marketing may be more effective.
Email marketing may have more impact if you want to reach a broader audience, including people who are not local to your business. For example, if you want to increase sales globally, email marketing may see better results.
There are several variables that go into a direct mail marketing campaign. From inserts, to creative design, materials and personalisation, there may be instances where direct mail is more expensive.
However, when you choose to work with direct mail experts such as Sorted, we can get exclusive prices, and ensure your mailers are of the highest quality, ensuring results.
If you have a limited budget, email marketing may be a more cost effective option.
However, direct mail marketing can be more effective at generating leads and sales, making it worth the investment.
The type of marketing goals you have will also play a role in whether you choose direct mail marketing or email marketing.
For example, if your goal is to generate leads, increase footfall to an event or increase sales in a brick and mortar store, you may see better results through direct mail marketing.
However, if your goal is to promote a global sale or event, email marketing may be more effective.
If you decide to use direct mail marketing, Sorted Direct Mail can help you create effective campaigns that reach your target audience and deliver results.
We provide a range of services, including data cleansing, printing, and mailing, to help you create effective direct mail campaigns.
Our team of experts can help you target the right audience, design effective mail pieces, and ensure that your mailings are delivered on time and within budget.
We also provide advanced analytics to track the success of your campaigns and help you make data-driven decisions to improve your marketing efforts.
Both direct mail marketing and email marketing have their advantages and disadvantages, and the decision to use one or the other depends on your business and marketing goals.
If you decide to use direct mail marketing, Sorted Direct Mail can help you create effective campaigns that reach your target audience and deliver results. Get in touch.
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