Direct mail vs. e-mail

Traditional direct mail letters are quick compared to other marketing media but slow against e-mail. With direct mail, you can include more material and more details.  You have a physical presence in their home /office.  You can send your message out to named people or a job title. It is more expensive to send out than e-mail, but can be used to start the marketing process.

With e-mail, a cold list tends to elicit a poor response so it is more worthwhile sent to opt in people. It is very fast to send out and free or very low cost but response rates are generally far lower as people get inundated with e-mails every day.  For every letter you receive, you are likely to get around 20 e-mails. In order to make an impact with e-mail, it’s best to make it look as much like a ‘normal’ e-mail as you can.

This material comes from one one of the Marketing Mentor Marketing Seminars.