Is your company trying to decide between a direct email campaign and a direct mail campaign? What are the differences between the two – does one yield better results over the other?
Let’s look at some of the pros and cons of each:
Pros
- Email marketing is very affordable, as there’s no need for printing and postage.
- Accumulating and maintaining an email list can be easier.
- Email marketing takes less time than direct mail.
- It can be sent instantly, in response to a competitor’s campaign or a current event.
Direct Mail
- Direct mail is highly targeted. So long as you know who your target market is, you’ll be able to reach them.
- So long as lists or calls to action are coded correctly, direct mail is very easy to track and determine the company’s ROI.
- Mail is much more personal than email; the customer can hold something tangible in their hands.
Cons:
- People on your list may not appreciate getting an inbox full of marketing tactics.
- It’s possible that customers will delete the email without ever looking at it.
Direct Mail
- Direct mail campaigns include printing and postage which can add up quickly.
- Consumers may throw away what they consider to be junk mail without ever reading it.
Let’s look at some of the pros and cons of each:
While both have their pros and their cons, it’s important to note that the return on investment for either campaign can be great if executed correctly. Defining your goals, defining your audience, utilizing past data and turnouts, keeping an up-to-date list of contacts at all times, and respecting those that do not wish to receive your marketing materials, all contribute to your success rate.
Some companies, for example, e-commerce retailers, have much better results with email marketing campaigns because they conduct their businesses online, whereas other companies, such as service providers, may have much better success rates with direct mail.
Every company is different and there’s rarely a “one size fits all” approach. With more than 25 years of experience in the telemarketing industry, Natimark understands the urgency that comes with every marketing campaign and list purchase. That is why we have invested so much time and money in to creating the tools that every marketing person, department or company needs to achieve a competitive advantage in the marketplace today.
If you’re currently undecided and would like some expert advice on which campaign will work best for your company, please contact our team!