There’s no question that email marketing is popular these days. As mentioned in my last post, a survey of small businesses found that 46% were already emailing customers, and another 36% planned to start. Email marketing offers many benefits. But any suggestions it’s going to kill off direct mail are wide of the mark.
Email is low cost, multifunctional and a great tool for relationship building. But it can’t replace the physicality of a print campaign. An email is only a mouse click away from being deleted, whilst direct mail will sit on desks waiting to be read or physically thrown in the bin.
And most people prefer print. An oft quoted Pitney Bowes survey found that 73% of people prefer to receive promotions in the mail, rather than on their PC. This reflects that not everybody spends all day online (as us copywriters are prone to do) and many still prefer to get their information in more traditional ways.
So am I suggesting email campaigns be reigned in and more focus is put on direct mail? No, not at all – I’m suggesting do both.
Print can be the introduction to digital
A survey of Marketing Week’s readers found that 56% (surprised it’s not higher, to be honest) think that direct mail can influence top company executives, but only a fifth are currently combining direct mail with email campaigns. This sounds like an opportunity to me.
As the surveys show, print can be the introduction and email the spark that triggers a visit to your website. And integrated campaigns will be at its most effective NOW before they’ve become the norm.
A simple email asking whether they’ve received your direct mail can make all the difference to getting your printed message picked out on a cluttered desk.
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The most effective in direct email campaigns involves an address with a live stamp.
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