The Power Of Direct Mail

Mass e-mailings are a common marketing tool for businesses today and can be integrated into a full marketing plan, but often e-mail marketing campaigns are less effective than direct mail marketing campaigns. Here are some reasons why:

Response. Many people do not like SPAM. Customers may feel that generic e-mail is an invasion of privacy or an aggravation when working on the computer. Direct mail postcards do not generate the same angry response.

Attention. Postcards grab attention with graphics and color. Many marketing e-mails are deleted without being read because they are text only and provide no incentive for potential customers to read them.

Diversity. Direct mail marketing can include coupons, testimonials, flyers, or promotional announcements. E-mail marketing does not have the same advertising capabilities and can often be one-dimensional.

Emotion. Direct mail marketing appeals to a customer’s emotions through graphics or testimonials. E-mail marketing does not have the same ability to inspire, convince, or capture the attention of prospective customers.

Perception. People perceive e-mail marketing as an impersonal, cheap way to advertise. When a customer receives a personalized postcard with their name on it, it shows that your business cares more than a company sending a generic e-mail.

Intrusion. Since mail is delivered to the mailbox outside the home, people perceive it to be voluntary or special. The computer, however, is inside the home, and often when receiving SPAM, people consider it intrusive and an invasion of personal privacy.