Monthly Archives: May 2017

Direct mail and e-mail marketing: when to use which?

You might be wondering why I am dedicating so much time to considering e-mail v direct mail recently. Apart from the fact that I think it is always important to consider the tactics you use and these are two big ones for lead generation, I am also gearing up for the new data protection regulations (GDPR) which will affect the use of e-mail marketing campaigns as a major tactic. As always when there is a shift in the market I think business owners need to be prepared and weigh up their options so I thought I will put a few ideas your way.

My last Blog explored much of the comparison statistics covering the use of e-mail as opposed to direct mail, highlighted some interesting facts. However, this Blog will give you a few ideas as to when to use these tactics effectively when developing new business;

When should you use e-mail marketing?

Being quick, cost effective and direct, e-mails are a great way of presenting information, creating an interest and keeping contacts up to date with your latest information. In fact, according to numerous survey people prefer to hear about new companies and new products via e-mails. For example, you could use e-mails for the following;

  • To keep regular contact with clients, prospects and contacts letting them know what you are up to and imparting knowledge to add value
  • To promote a seminar or an event which is relevant to the readers
  • To make initial contact with a new target market using a relevant and helpful style communication

When should you use direct mail?

Direct mail campaigns are more expensive to produce and send if you want to ensure that it looks right. It can also be harder to gauge in terms of results unless you follow up by telephone. It is for this reason that you should use direct mail when you want to make a difference and an impact on your target market. For example you can use direct mail for the following:

  • To launch a new product, service or office
  • To approach a completely new target market
  • To send vouchers and other appropriate gifts
  • To offer very personalised advice which will make your offer stand out

What is the best approach to take?

You know what is coming now, don’t you? The best approach depends on what you are trying to achieve and who you are approaching… Still, I would try and introduce a variety of touches in each campaign to increase your return. So for example you can send an e-mail to your list followed up with a direct mail campaign and a telephone follow up. There are lots of innovative ways you could utilise to create the right impression and maximize on your return.

Overall it is important to remember that a successful campaign takes an investment of both time and money. You need goals, strategy and a plan and then you need a little patience to get things going.

As always, happy to discuss further: here is some information about our strategic planning offer. Otherwise just drop me a line or share what works for you in your business.

E-mail v Direct Mail. Which is better?

Lewis Carrol once said that ‘the proper definition of a man is an animal that writes letters’. Yet according to a recent survey, the number of letters we receive is just 0.01% of the amount of emails that are sent each and every day around the globe!

I suppose the reason is partly due to the fact that the world has changed a great deal since Lewis Carrol’s time and we now live in a world where e-communication has taken over all aspect of our lives. This of course, relates greatly to marketing and has caused many to declare direct mail as dead, reflecting the sharp decline of letters and direct mail sent out year on year.

When it comes to direct marketing, why would you not use e-mail marketing, it has lots going for it? Review the following stats:

  • 43% of people surveyed said they would rather hear from companies they have not worked with before via e-mail
  • 64% would rather hear of your additional products and services via e-mail
  • 62% would prefer to hear about your news and updates via e-mail

In addition e-mail marketing is:

  • Cheap, fast and efficient which makes for a much better ROI
  • Very easy to analyse in terms of the response and level of engagement
  • Easy to automate and set follow up systems for

However, before you write off direct mail all together, it has quite a few things going for it according to some reading I have done recently. In fact, the one thing that stood out for me is the fact that in a fast paced world where 74 trillion e-mails are sent every year compared with only 13.8 million letters, a letter can be perceived as a novelty item and something your company invested in which some of your target markets might find very appealing. Here are some stats to back it up:

  • In terms of ROI the average return on every £1 spent on e-mail campaigns is £7 whilst direct mail returns £38.
  • 79% of recipients act on direct mail straight away compared with 45% of e-mail recipients
  • Direct mail generates 10% more customers than e-mail

I think that, like me, you might feel a little different regarding using direct mail now you have read these stats, won’t you? This is by no means an advert for direct mail over e-mail just a helpful comparison and a strong recommendation that they both have their place in your marketing plan. Once more it all comes back to three main considerations:

  • Your target market
  • Your goal
  • The nature of your communication

Another thing to consider if you are an avid e-mail marketing user is the new General Data Protection Regulations (GDPR) that are coming into effect in May 2018. These regulations will limit your ability to target companies you don’t already work with on e-mail unless you have their explicit permission to do so. That said, other forms of direct marketing such as direct mail and telemarketing may be making more of a comeback than you might expect.

It will be good to hear your views on e-mail v direct mail marketing. As always I will be happy to have a chat about your direct marketing strategy so get in touch.