When planning a marketing strategy for your business, you will consider a number of routes through which you can reach your target audience. These routes will undoubtedly include e-mail marketing and direct mail.
The cost-efficiency test
First let us look at direct mail. Consider the price of a stamp, then consider the price of paper, and printing. You can even throw in a graphic designer and/or copywriter if you want. It’s pretty clear that with direct mail the costs mount up quite quickly.
We all know e-mails cost nothing to send, but if you want to approach your clients in a professional manner you can’t send out a regular text email with everyone’s address cc’d or bcc’d. It doesn’t look appealing, who will you send it to, and how will you send it? To run a successful e-mail campaign you will need a professionally designed e-mail compatible with all major e-mail clients and browsers. This campaign will then need to be sent via industry standard e-mail marketing software that accurately monitors who opens the e-mail, who clicks links within the e-mail, and then feeds that data back to you.
Let’s compare the costs:
Direct Mail (10k)
10k 2nd Class stamps = £5000
10k Envelopes = £450
10k Letters printed = £100
E-Mail Marketing (10k)
10k E-Mails = £500
E-Mail Design = £100
Campaign Delivery = £150
Winner: E-mail Marketing.
E-mail marketing clearly wins in terms of cost efficiency, but which method will generate the most business?
The effectiveness test
Creating an effective direct mail campaign can be quite time consuming, whereas e-mail campaigns give you the potential to respond to trends before your competitors do. For maximum effectiveness both types of campaign should be researched, and developed a few weeks in advance.
E-mail campaigns, and their delivery success can be easily tracked as can direct mail campaigns. When well programmed e-mail delivery software fails to deliver an e-mail it can remove the bad e-mail address from your records automatically. When running direct mail campaigns you have to wait a number of weeks for returned mail and then remove the bad addresses manually, this can be very time consuming.
E-mail campaigns allow the customer to go from your e-mail to your website in the click of a button, this simplicity can have a massive impact. Direct mail campaigns cannot direct customers to your site in a click, it’s not possible…yet.
If you were looking to send out physical items, such as prizes and giveaways then direct mail is your only route to market. Although e-mails can send printable coupons, they cannot send physical items…yet
Remember just as direct mail can end up being thrown in the bin, e-mails can end up being dumped in a spam folder. Whichever campaign your business chooses to run be sure that it is well designed and developed to ensure maximum success.
Overall Winner: E-Mail marketing
E-mail marketing and direct mail are both tried and tested, viable routes to your target audience. Both have provided countless companies with additional business. However, in our modern, mobile world where everything is googled, tweeted, tagged, and blogged e-mail marketing stands out as the more efficient of the two.
If you are interested in developing ane-mail marketing or direct mail campaign, why not give us a call today on 0113 418 2382 or through our Contact page.