While online marketing is becoming more and more popular (and not without reason!), classic marketing methods are being used less frequently. Most notably, direct mailing is being undeservedly shunned. Most companies are guided by the idea that email marketing is faster and much less expensive, thus the obvious better choice.
In reality, however, direct mailing is still a VERY effective way of generating sales – which, at the end of the day, is what forms your profits. Yes, direct mail marketing campaigns require a larger upfront investment. But the results at the end of the day can be much more profitable.
If you’re on the fence about what is going to work best for you, here are some reasons why direct mailing should still be exercised:
1. Direct mailing is more direct.
True, it might sound funny, but part of the reason why direct mail marketing is often times more successful than email marketing lies in the term itself. Let’s face it – most of your emails get lost in the spam folder, or are deleted moments after they hit the prospective client’s inbox. With the incredible amounts of spam mail reaching an email account on a daily basis, it’s no wonder that a message coming from anyone other than friends, family and colleagues gets completely ignored. The advantage of direct mailing is that it feels more personal and people are more likely to read it. Consequently they are more apt to close a deal with you.
2. Emails are dry.
Even with HTML emails, the best you can do is throw in an image and a background color. While email has the advantage of speed, your creativity is very limited. Direct mail marketing, on the other hand, has almost no limits in terms of graphics, fonts and presentation. This makes your message much more vivid and more likely to attract attention. Again, this is what makes people choose you – and not your competitors.
3. Direct mail is almost like a physical contact.
A simple fact often overlooked by marketing specialists is that direct mail has a certain sense of credibility and appeal tied into it. It’s very much like comparing e-books to hardcovers. Touching and feeling the actual letter gives the clients a feeling of being more appreciated, and not just another target for useless email spam. The mere fact that you have paid the printing and postage costs to deliver the letter might be just the thing that wins the client over.
The downside of direct mail marketing is the high printing and mailing costs, which have skyrocketed in recent years. Still, the potential benefits of direct mailing far outweigh the expense incurred. Online marketing is an integral part of a successful marketing campaign, there’s no doubt about that fact. What’s important to keep in mind, however, is that so is direct mail. For the best results, you want to maintain a healthy balance between the two, which is something MSP Sales Pros has the skills and experience to help you with.