Effective Advertising Techniques- Snail Mail Vs E-mail Marketing
Internet gave birth to electronic mail commonly known as email. Email opened new avenues to the world of communication. In the beginning email was only used as another means of communicating with folks for private or business related matters. Now folk of each age group have an email address. But, since past one or two years its potential for selling has been exploited to its maximum both in good and as well as bad demeanour. At the same time who can forget the services of direct mail that has been operating since virtually 2 centuries? It still is the preferred method of communication for many of us.
Email is the least expensive method of communicating available as of this date. The benefit with email is that you can send e-mail to many people at the same time just with the press of a mouse where as in the case of direct mails one has to go through putting letters in envelopes for each and every person, make different address labels, mail it and also need to bear the price of mailing. Time is cash and email marketing saves a large amount of time.
While email promoting might look simple but if you compare the net result the tale is completely different. When you are marketing thru e-mail you go to make sure that you're e-mailing the right person otherwise the email would finish up going to junk folder. Also you got to use caution that you do not miss the topic or the body of the email or the net result would be same. In this age of spamming, spammers use range of subjects, so you have to put the subject remembering that it would not send your email to the spam folder again. In contract the direct mail gets a better treatment. Studies prove that direct mail is more effective and has better success than e-mail. First, it isn't as easy to block direct mail as junk email and second the process of blocking mails itself is not automated like email. The other reason that explains why people hate email marketing is due to constant bombarding of emails from spammers and illegal marketers from Nigerian money tricks to porn to online prescription pharmaceuticals to stock quotes to what not. As well as that, you also get promotional offers from big companies and who can ignore phishing these days. Due to all of these folk have developed a negative perception about email selling and they simply remove or spam the e-mail if they don't identify it as their ordinary e-mail. In contrast direct mail is seen with respect and folks pick their mail as a daily agenda and open them with a priority.
Direct mail marketing has an individual feel attached to it, one of the reasons why people like mail greetings over an electronic greeting. It will take time to individualize a direct mail where as an e-mail is instant and the fate of email is also instant i.e. Immediate erasure. Analysts are constantly puzzled by the poser surrounding why folks are so positive about direct mail. But no problems this only excellent news for the promoters that they have something in their marketing tool-kit that works. So marketing pros have the mailing list of potential clients handy and send some nicely composed letters to them about your company and its products.
Snail mail has a potential of going through the hands of gatekeepers and executive assistants before really going to their director which can finish up being thrown in trash. The survival probabilities are rare unless its subject is business orientated and has some important info. But email wins in this regard, as it reaches immediately the person to which it is meant to go, after that its destiny is left to the individual whether to read or send it to trash folder.
A more scientific rationalization of why direct mail is dearer to folk than e-mail is the sensory perception of people. A direct mail uses 3 of the four senses of a person i.e. Visible, verbal, listening and touching where as email doesn't use sense of listening and touching. But this is often done by adding appealing graphics, text reading capability and streaming audio to the email.
The statistics indicate that direct mail hasn't died and in reality the volume has grown by leaps and bounds in past few decades. A typical example is the incontrovertible fact that we are getting more mags, journals, mails from schools, DVDs for example. Than we used to get couple of years back. This leaves the marketers with a dilemma about which system to use. The answer's straightforward, use email to contact only those people who you know and use direct mail for the folks that do not know you.
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