As often is the case in life, taking one extreme or the other will frequently leave you short-changed. That’s the case when it comes to the question of direct mail vs. email: Each has distinct, unique advantages, but in order to maximize your delivery punch, you need a strategy that employs both communication channels.
There are few people who need to be convinced of the effectiveness inherent in online communications. But have you been hearing conversation snippets that hint at the death knell of direct mail? If you, or anyone you know, needs a reminder why marketing budgets continue to devote significant percentages to printing and mailing, consider these details.
- When you change your email address, do you fill out a card and drop it off with the Worldwide Email Address Monitoring Agency? No. Because there is none. Multiply that across the legion of email addresses that change each year, and you’ll see why the NOCA, FastForward and ACS, as well as the US Mail system’s own forwarding process are such invaluable tools. Once a piece of mail with a valid address enters the US Mail system, it’s probably going to get delivered.
- As ubiquitous as Internet connectivity is, it still lags behind the accessibility of the US Mail system. Having a snail mail address is free. Not so for your ISP. And what gets delivered in person is full-size. How much more effort is required of emails that have to be altered for presentation on a variety of sized device screens?
- Direct mail can continue to be a viable marketing channel now and into the future. But you need to make sure you’re using it in conjunction with an effective, targeted online outreach program as well. These allow both components to play to each other’s strengths and give you more punch on your campaign.