To Email or Direct Mail, that is the question.

     To email or direct mail – that is the question. Whether ‘tis’ nobler to suffer the slings and arrows of outrageous junk mail and spam, or take arms against the sea of marketing blockades and, by noble effort, vanquish them.

OK, Shakespeare might be cringing, but it is a question for the times. Which is the more effective marketing tactic today, email or direct mail? Either way, your challenge in penetrating the glut of marketing information is daunting. With either method it is a given that you need to grab your reader’s attention in a matter of seconds. The subject line of an email must attract interest and the beginning script compelling enough to encourage further reading. The entire exposed area of a direct mail piece can serve a communications purpose, or defeat your message.

An advantage of email is the ability to link the recipient directly to your website for additional content. Direct mail, however, can reach people at a glance, assuring that they will see at least some message before it leaves their hands. This arguably compares favorably to the speed with which one can delete an unwanted email.

The prevalence of spam and the relative performance of spam filters is an important consideration with an email campaign. Spam filters serve a purpose for the end user, but can be challenging to the email marketer. Your message may be received, but will never be seen if it is identified as unwanted. A subject line needs to present a reason to open the email in the first place. The email needs to open fast or it will be deleted. The first section of content must be attention-getting or the result will also be a quick deletion.

The answer for most companies is to incorporate both email and direct mail in their marketing plan. Use email to inform customers and potential customers of your company news, sales, or upcoming events. Direct mail can direct readers toward your website, inform them of your email newsletter, and provide them with all of your contact information.

Businesses are always looking for effective, efficient, and economical ways to increase sales. Well-designed, concise, and compelling email and direct mail can greatly help the cause. The quality and professionalism of how the message is conveyed can make the difference in a successful marketing campaign.

Experience the difference that the quality of our work can make for your business.