Small businesses cannot ignore the power of direct mail marketing and email marketing. Of course, both have their pros and cons. But both are effective and expensive–an effective way to find new customers, make new sales, upsell to current customers and stay in touch with existing customers. And best of all, both of these marketing methods can easily be implemented into even the smallest company’s marketing plans on a very tight budget. Here is a quick overview and comparison of both methods.
Direct advertising is not dead. It’s still as powerful as it’s ever been. One of the best things about direct mail marketing is that it has the ability to get your message into the hands of potential customers.
1. Recipients more receptive
Many people still do not use e-mail. Also, the fact that people probably spend more time reading a postcard or letter than an email. Getting a beautiful postcard or envelope into the recipient’s hand can be a powerful tool. As long as you design your marketing materials to grab the reader’s attention, they will read your message. So much of the mail marketing that arrives in a person’s inbox is so poorly designed that a lot of it is ignored. Make your paragraph stand out and they will read your message.
2. Can get expensive
If you’re not targeting the right audience, you’re wasting time and money. Sending marketing material directly to specific people at a specific address keeps costs down and greatly improves your chances of making a sale.
3. Can be time consuming
Building a mailing list and designing amazing marketing materials takes time, thought and money. But as a small business, you always need to add and improve your mailing list and marketing materials. Right from day one. Many small businesses, home businesses and professional practices live or die by how good their mailing lists and marketing materials are.
Email marketing is amazingly cheap, fast and easy to implement, but it won’t replace direct mail for a long time. One of the best things about email is that it’s trackable. This information can be used to analyze open rates, clicked links and conversion data. All this information can help you fine-tune your email content and messages.
1. Very affordable
You can easily start an email list and not spend a cent. But getting email addresses from anyone other than current customers can be very time-consuming. But eventually you will build a bigger list. Then you need an email service company to manage and send email messages. Many of these service companies have a free plan to manage a certain number of addresses.
2. Very fast
Once your email is designed and configured, you can send a mass email in minutes. Your recipients will start opening your email within minutes of sending it. You will start getting hits to your website within minutes. Surprisingly fast.
3. Very convenient
Providing clickable links to your products and services makes email very convenient for recipients. These links help your recipients quickly understand what your email is trying to tell them and sell them. This speed is one of the main reasons most of us enjoy email.
What is best for your small business?
Don’t be afraid to use both methods at the same time. Direct mail may work better for some of your prospects and current customers. Email may work better for others. Each method has several similarities and several important differences. You need to decide which method or both are best for your small business. The reality is that direct mail and email marketing are a perfect match. Each method compensates for the shortcomings of the other. Used together, they create a powerful tool to use in your marketing plan.
Here are some questions for yourself
Is your communication time sensitive? Do you have a budget to work with? How much explanation do your prospects need? Do you have a good mailing list for one or both? Have you already asked your current customers to join your email and mailing list? Are some, most or all of your customers online?