Which method of marketing is better?
In the modern day and age, where people (particularly Millennials) are glued to their phones, tablets and other electronic devices, one might think E-mail would be more effective than Direct Mail. This is not the case. The truth is both methods have their advantages and disadvantages, but what it boils down to is this: E-mail will not be replacing Direct Mail for a long time.
Recipients are more receptive to direct mail than email and will most likely spend more time reading a post card or letter than an email. An eye-catching piece of material that a person takes out of his/her mailbox is more memorable and noticeable than another email in your inbox. It is easier to reach your intended audience with Direct Mail- you know where you’re sending the mail and who’s going to receive it. With the time and thought taken to build a good mailing list, your sales will undoubtedly increase as your materials land in the correct hands. You’re less likely to make mistakes with Direct Mail, by spending more time on the pieces, proofreading and editing copy several versions before sending it out. E-mails, while being quick and less expensive initially can be a pro, can be a con by being put out less thought out pieces with a higher margin of error in their copy. It can be harder to target an audience with E-mail, although you can track it and it has the potential to reach more eyes. Your target audience is your most likely candidate, despite how many people see it. And, as much of a shock as it may be to the Millennials, there are a number of people without email.
The most effective method of all is to use BOTH Direct Mail and E-mail. The combination of Direct Mail and E-mail creates one of the most powerful tools to use in a marketing plan and leaves less of a chance of leaving anyone out.