While direct mailing service has been around for decades, the advent of the Internet and email marketing has led to firms questioning the major differences between the two. Which delivers better results? Which one is more reliable and convenient? And which one will provide a comprehensive solution to your marketing needs?
The following is a list of the main differences between direct mail and email marketing in order to help you decide which one is right for you:
Cost
Both mediums entail certain expenses. Direct mail involves the costs of design, printing, processing, and postage. On the other hand, email campaigns require computer access, the necessary software for any design and writing, and the time for campaign creation, setup, scheduling and reporting.
Speed
In terms of speed and convenience, email is a winner. With email marketing, you can test a concept instantly by writing an email, and deliver it with the click of a button. Once your email is delivered, you may see a response from your audience in a matter of a few minutes. Conversely, direct mail requires more planning, days to be prepared and delivered, and possibly days to see a response.
Reliability
One of the major drawbacks with email marketing is the spam folder. Many people find sorting their email messages tedious and time consuming, and there is a risk of ignoring important email messages. Direct mail, on the other hand, is easier to sort due to the fact it is tangible.
Targeting
When it comes to targeting, direct mail has a slight edge over email since most consumers have only one mailing address. With email,it is common for people to have multiple email addresses. Nevertheless, mailing lists for both marketing mediums can be easily purchased.
Receptiveness
Direct mail is tangible and solid. It is right there in your mailbox and impossible to ignore. Similarly, direct mail comes across as being personal as compared to an email – though you can incorporate images and eye-catching subject lines into an email to grab a reader’s attention. However, in some cases, such as when a Smartphone or computer isn’t working, email messages may be left unchecked.
There is so much that you can do with direct mail, simply by adding coupons, special offers, and a strong call to action. Thus, it gives you more freedom to exhibit your creative skills and connect with the recipient on an emotional level.
Space
There is so much you can do to not just personalize a direct mail piece, but also tell an entire story. Email initiatives cater better to more immediate, to-the-point messaging. This is where direct mail has a distinct advantage, as it gives you the opportunity to write impact ful pieces that hold your audience’s attention.
Both email and direct mail have their own unique strengths. For optimal results, it is worth considering a healthy marketing mix of both. If you still need help picking the right one for your business, consult Mellady Direct Marketing. We are one of the best email and direct mail companies operating in Los Angeles. Click here to browse through our email and direct mail services.
