Direct Mail Might Just Work Better

While email is the marketing vehicle of choice for many there is still room in your repertoire for direct mail. In fact the following article out of Media Post Media Research Center validated this (see below or click here to go to the source).

Email has become an art form… getting the right subject line will entice readers to open it, having the right copy in the email body that will drive traffic. But email is perceived as a very personal thing, and anything that you send that is remotely considered spam is dangerous to your brand. I think we are becoming too reliant on email, it is cheap and easy which makes it so ubiquitous, but that is also why it is becoming such a coveted place and a tactic we need to be careful with.

The following article really offers another reason to reinvestigate direct mail as a viable option to support you marketing goals.

DM Mail More Likely to be Opened Than Unsolicited Email

A recent survey by International Communications Research, commissioned by Pitney Bowes found that 73 percent of consumers prefer mail for receiving new product announcements or offers from companies they do business with, as compared to 18 percent for e-mail. Mail was also preferred by 70 percent of respondents for receiving unsolicited information on products and services from companies with which they are not currently doing business.

For confidential communications such as bills, bank statements and financial reports, 86 percent of respondents preferred mail as their channel of choice, as compared with 10 percent for e-mail, identical to the response in the 2004 survey, which also showed consumer preference for mail at 86 percent.

Stacy DeWalt, vice president, Vertical Market Development and Marketing, Pitney Bowes Management Services, said "The research... shows that consumers still prefer mail over e-mail... we continue to find that mail is the most effective marketing tool businesses can use when communicating with their customers."

The survey also found that 31 percent of consumers are less likely to discard unopened mail, including new product brochures, catalogs or other advertising materials, while 53.2 percent are likely to discard unsolicited e-mails about new products.

"In an environment crowded with marketing messages, it's important for marketers to utilize the most effective mailstream tools available," said Jeff Marshall, vice president of customer marketing for Pitney Bowes Global Mailstream Solutions. "While mail is the preferred vehicle for reaching consumers, businesses and organizations need to remember that it is critical to target consumers with relevant messages at appropriate times to get a meaningful return-on-investment."

Specific advantages consumers see in mail versus unsolicited e-mail and telephone calls, according to the report, compared with other communications channels, survey respondents found mail to be:

· Less intrusive... doesn't interrupt other activities (45.3 percent)

· More convenient... can be saved and considered at leisure (40.2 percent)

· Less high-pressured... lets you consider your decision (30.2 percent)

· More descriptive... lets you picture the offer (22.7 percent)

· More persuasive... encourages you to respond (12 percent)

Comments

[Kelly]

This is a ridiculous comparison - which would you be more inclined to favor - a flyer in the mail from your local pizza place, or an email pushing cheap viagra?

Even if traditional direct mail involves unsolicited contact, it can't be compared to unsolicited email aka spam... it's illegal!

When someone purchases a list for traditional mail - often times it's targeted, either by demographics, interests or lifestyle. If someone purchases an (illegal) email list, it's not likely to be targeted at all. And, if you were someone who would do that in the first place - you probably don't run a high value business.

I'm definitely bias as an email marketer, but there is something wrong with this comparison.

Long live (targeted, relevant, opt-in) email!

Kelly