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.

Mark Woldman

About Mark Woldman