Email Marketing vs. Direct Mail
The epic battle wages on. Email vs. direct mail. Who will win?
In the blue corner, fighting out of Big ROI, U.S.A., we have email marketing. Email marketing is coming off another great year, having returned a whopping $43.62 for every dollar spent on it in 2009.
In the red corner, fighting out of Old News, U.S.A., we have direct mail. Direct mail returned a wimpy $15.22 for every dollar spent. Like an actor past his prime and dying to relive the glory days, direct mail just doesn’t know when to quit. It’s like the Steven Seagal of films, who has released over 20 direct-to-video films since 2001.
The judges predict this one is going to be quick, with email winning by KO in the first minute of the first round.
Direct mail has been antiqued by email marketing. While direct mail has it's advantages, most of it gets thrown into the trash before the address is even read. Email marketing provides an always up to date and more personal way of reaching out to your target population. Here are its advantages:
Advantages of Email Marketing
- Email is less expensive. In these difficult economic times, you want to get the biggest return on your marketing dollar. With the cost of paper, printing, and postage on the rise, email marketing is a smart, cost-effective solution.
- Email is faster. An email marketing campaign can be completed in under an hour, or it can take a few days depending on the list size and duration. You can choose to span your campaign over any amount of time.
- Email can go viral. Social networking continues to grow in popularity and is an integral channel in sharing information with friends and family. Try doing that with direct mail.
- Email is environmentally friendly. Trees and entire species are dying and will soon become extinct. At the current rate the Amazon Rainforest will be reduced by 40% in less than two decades. Do your part for a greener world.
- Email is versatile. Emails can be used for promotions to increase immediate sales, or they can be used to build long-term relationships and generate revenue over time.
- Email generates rapid response. Email can link to websites, landing pages, pictures, and videos selling and demonstrating your product. Within minutes of opening your email, people can easily purchase your product or service, share it on a social networking website, or forward it to friends, family, and co-workers.
- Email is being viewed on smart phones. With the rise of the Blackberry and iPhone, more people are checking their email on the go. It’s a lot easier to show someone an email than it is to show them a piece of direct mail.
- Easier to follow up. Business can easily follow up by sending out subsequent emails and answering any questions.
- Easier to file for later viewing. Nobody wants to have a bunch of mail lying around their house. With an email, all you have to do is select the message and store it in a folder for easy viewing.
- Easier to target a specific demographic. It is easy to rent, buy, or compile an email list that targets a profession, age group, location, or other demographic. People are a lot more willing to divulge their email address than their home address.
- Email is automatic. Auto responders will immediately send out messages thanking or welcoming the customer, including sign up and opt out confirmations.
- Email is easily testable. Test different lists, subject lines, messages, or promotions to see what garners the best campaign results.
- Email campaign results are instantaneous. You will know exactly how many people opened your message, clicked-through to your website or landing page, and opted out of your message.
- Email is less time consuming. Turn around for an email marketing campaign, even a full-service email marketing campaign, can take 48 hours with message design, and less than 24 hours if you already have your message created.