Email versus Direct Mail Marketing: Which Works Better?

26 Mar 2013 1 Comment

by Becky in Marketing TIPS Tags: Direct Mail, email marketing, promotional products, variable data printing, VDP

Email or Direct Mail?

As more businesses and marketers have turned to email marketing, it is fair to wonder if direct mail marketing still works as effectively as it once did.

Email marketing is a good way to stay in touch with customers and prospects. Just like social media marketing, it has its place in the marketing mix. However, a downside to the massive increase in marketing emails is that only an estimated 19% are even being opened (according to the Direct Marketing Association).

Direct mail marketing still works, and it works very well. However, marketers cannot just create any type of campaign and expect it to be successful. Here are some tips and suggestions from the pros:

• Keep specialized lists, and target each with the right message. That means no mass-mailing everyone the same message and offers. This requires a bit more preparation but will generate the best responses because you are offering the right message to the right audience.
• Instead of mass quantity, think quality first. Fewer, better-targeted and better-crafted mailing pieces are more effective than regular, lesser-quality pieces. Print & Copy Factory offers Variable Data Printing, which is very smart and effective way to target your key prospects.
• Think lumpy mailings. People still enjoy receiving freebies, so include a logo pen, pencil, tiny Frisbee, mini-DVD, or mini-CD card with your contact info on it. Although these types of mailings can be more pricey, the retention and response rates can pay a handsome ROI on the investment. Check out our promotional products website, with over 800,000 items you can imprint your logo on!! www.YourMarketingResourceCenter.com
• Be creative. People still enjoy programs that offer discounts or a gift with repeat purchases. Set up a loyalty rewards program that ties a buyer’s repeat purchases with discounts and rewards. Then announce it with a direct mail campaign.

Head to the link below to learn more information from the Small Business Administration (SBA), or sign up for a free direct mail class that we offer every month… Then start setting up your next direct mail print campaign with Print & Copy Factory today!

3 “Old School” Marketing Tactics that Still Matter