In his post Direct Mail Preferred Over Email? Bob Bly writes about a column in Target Marketing where it is stated that a large number of people prefer direct mail to e-mail.
The discussion about direct mail or email is not new and will probably never end. Because there will always be direct mail and there will always be email. Let’s try to make a list of some advantages and disadvantages
Pro’s and con’s
In the reactions Bob gets to this post people mention a number of interesting pro’s and con’s that give you a good idea about the differences between direct mail and e-mail. Both from a customer and a supplier perspective .
In favour of direct mail
- attractive packaging would more likely make people read your message
- no legal restrictions – direct mail can be send to everybody
- you are able to add value to your mailing (a gadget for instance)
- a well done mailing may have more impact
- less companies send direct mails nowadays – you will stand out
In favour of e-mail
- not expensive
- fast
- direct links to more information on Internet
- opt-in ensures your message is received by people that are really interested
- full statistics
- do it on a regular basis
And in most cases you can say an advantage for the one is a dis-advantage for the other.
Conclusion
We can be sure about one thing. Both direct mail and email are there to stay. Direct mail will be delivered as long as there are postmen around and email may further develop, but there will always be something similar to what we have now. Therefore you will always have the chance to use one of them. Or both.
And if you look at the two lists, you get a pretty good idea when to use direct mail and when to use email. Do you have money to spend, are you looking for something sophisticated, do you want to make an impression or do you want to reach people that you otherwise could not reach, then use direct mail.
Is your budget limited, does it has to be easy or fast, do you want to build an audience and do you want to be able to measure everything that is happening, then use email.
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