The last 10 to 15 years have seen the email, and direct mailing evolves at the somewhat similar rate. They have all been working together to ensure that marketers are achieving their goals. Modern generation may want to view emails and direct mailing as strategies of communication that have outlived their time. Experts, on the other hand, know better. Emails provide the perfect gateway for ROI.
It is true that these two methods were once thought dead, but the need for precision that comes with analytics and databases have revived them. They have simply come to form the foundation of modern marketing.
The biggest challenge comes in when one is considering on the channel to choose. The options could be too overwhelming that it leaves one wondering when and how to take action. Implementing the two strategies in the most appropriate situations is key to the success of your campaign. To help you better get the whole idea, there are pros and cons to each strategy.
The first positive side of this strategy is; this is a low cost and high ROI. They are simple to use as you don’t have to go through the hustle of printing and all the costs that come with it. As long as you have internet connectivity, you can easily follow up on your investment to ensure you are getting the best out of it.
You can choose to improve the experience though by putting some investment in high-quality graphic design for email messages.
Apart from this, you can deliver your emails quickly and on time. Not many channels are involved in the delivery process. They seem to be most effective in B2B marketing. This is because some buyer could be too busy and they pay attention to communication that involves online channels.
It offers quite strong tracking capabilities. You can easily track open rates, clicks, bounce rates and any other data in real time.
Even with all these advantages, you never lack a negative side. One of the most basic negative sides of email is a possibility of low readability. Many people receive tons of messages and opening all of them might be quite stressful.
Even though direct mailing has a relatively low response rate, they have some advantages over emails. One of the benefits is that its tangibility can create a lot of impressions if presented in a more personalized manner. You can include all the imagery and detail you want.
The cost of printing and producing the emails however tops the list of cons. It also takes a lot of time to achieve this. Apart from this, a lot of mailers get thrown out without even a second look. Quality is insisted a lot here as poor quality is seen as junk too.
The pros and cons presented above provide a clue on the way forward. To begin with, quality speaks everything in attracting customers and secondly targeting the right people at the right time is the perfect criterion.
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