I’m often asked “Which is better, email marketing or direct mail marketing?” While email is a very effective medium for communicating and selling customers – from the prospective of prospecting (finding NEW customers) – I feel direct mail is much more effective, and here’s 7 reasons why:
HIGHER RESPONSE. When searching for “new” customers, study after study proves regular mail will generate more new customers than email. A recent study by the DMA (Direct Marketing Association) shows direct mail being 10 to 30 times more effective than email.
HIGHER DELIVERY RATE. A good mailing list is typically 95% deliverable. On the other hand, the great majority of email lists being advertised have a delivery rate of below 50%. Also, due to the constant onslaught by spammers, the ISPs (Gmail, Yahoo, AOL, etc) are beginning to block unsolicited emails… and for this reason some are predicting the demise of email “prospecting.” Fantastic offer, fantastic creative, fantastic list… all this is irrelevant if the ISPs don’t deliver. With regular mail — your offer