Every day, more than 144 billion (yes, billion with a b) emails are sent. Of those, an incredibly high number are marketing emails, all trying to get you to CLICK HERE and BUY RIGHT NOW! Every day, more and more of these emails bombard potential customers.
As other methods of delivering marketing messages, like direct mail, continue to shift, more people will likely turn to email to tell their stories. “No Saturday mail?” they think, “I’ll just send an email on Saturday instead.” It sounds like a great idea when it’s just one company is doing it, but you’re not marketing in a vacuum. At any given time, other companies have the same idea and are trying to deliver the same message in the same way.
Those emails crowd inboxes until it’s impossible to tell one from the next and they’re all deleted in a wave of disgust from the prospect.
Is that how you want to end up?
This isn’t to say that email marketing can’t be a great tool. It absolutely can be. Any way that you can get more impressions into an overloaded world is a good thing, so people seeing your company name, even if they immediately delete the email, isn’t a bad thing. But it’s an important reminder that you can’t rely just on email marketing to get your story across. You need to be looking at cross-platform ways to get in touch with prospects and customers.
Direct mail is a stickier way of getting that impression. After all, it’s not as easy to get rid of a direct mail piece as it is an email; it takes more than a twitch of a finger. Your message can linger on, stuck up on the refrigerator or hovering on the edge of a desk. It has a longer shelf life, which means for your marketing purposes, it can be infinitely more valuable.
The best marketing campaigns will combine email and direct mail marketing. It’s not an either-or proposition. Email’s low cost and ease of use make it a great tool for name recognition, while direct mail’s persistence can help you seal the deal.
Need more information on how you can bring the parts of your marketing campaign together? Contact Premier Advantage, a direct marketing company. We’ll help you find ways to stand out in a cluttered world, make the impression and eventually, make the sale. Contact us for more information
Receive practical direct mail and marketing tips directly to your inbox. Sign up our email newsletter--it's free and easy to unsubscribe at any time.
Yes the best marketing campaigns combine email marketing and direct mail … and all the other communication vehicles. It’s all about consistency and integration really. It doesn’t matter what new technology they come out with or how many bandwagons people jump onto this will continue to be true!