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Net gave birth to electronic mail generally known as email. E-mail opened new avenues to the arena of communication. At the beginning email was only used as a different method of talking with folks for personal or business related matters. Now folks of every age group have an e-mail address. However since past couple of years its potential for marketing has been exploited to its maximum both in good and as well as bad manner. At the same time who can downplay the services of direct mail which has been operating since just about two centuries? It still is the preferred method of communication for many folks.
Email is the least expensive technique of communicating available as of this date. The advantage with e-mail is that you can send email to lots of folk at the same time just with the clicking of a mouse where as in the case of direct mails one has to go through putting letters in envelopes for every person, make different address labels, mail it and also need to bear the price of mailing. Time is cash and e-mail marketing saves a lot of time.
While e-mail promoting might look straightforward but if you compare the net result the story is totally different. When you’re selling thru email you go to make sure you’re e-mailing the best person or the e-mail would finish up going to junk folder. Also you have got to use caution that you don’t miss the subject or the body of the e-mail or the net result would be same. In this age of spamming, spammers use range of subjects, so you’ve got to put the subject keeping in mind that it wouldn’t send your e-mail to the spam folder again. In contract the direct mail gets a better treatment. Studies prove that direct mail is more effective and has better success than email. First, it’s not as easy to block direct mail as junk e-mail and second the method of obstructing mails itself isn’t automated like e-mail. The other reason explaining why folks hate e-mail promoting is due to continued bombarding of emails from spammers and illegal marketing pros from Nigerian money tricks to porn to online prescription drugs to stock quotes to what not. In addition to that, you also get promotional offers from massive corporations and who can ignore phishing nowadays. Due to all of these people have developed a negative perception about e-mail selling and they just remove or spam the e-mail if they don’t identify it as their regular e-mail. By contrast direct mail is seen with respect and folks pick their mail as a daily routine and open them with a concern.
Direct mail marketing has an individual feel attached to it, one of the reasons why folks prefer mail greetings over an electronic greeting. It needs time to individualize a direct mail where as an email is instant and the destiny of e-mail is also instant i.e. Speedy erasure. Researchers are constantly puzzled by the mystery surrounding why folk are so enthusiastic about direct mail. But no worries this only good news for the marketers that they have something in their marketing tool-kit that works. So marketing consultants have the contact list of possible customers handy and send some nicely composed letters to them about your company and its products.
Snail mail has a potential of going through the hands of gatekeepers and administrative assistants before actually going to their boss which can finish up being thrown in trash. The survival probabilities are not common unless its subject is business orientated and has some vital information. But email wins in this regard, as it reaches directly the individual to which it is structured to go, after that its destiny is left to the person whether to read or send it to spam folder.
A more systematic rationalization of why direct mail is dearer to folk than e-mail is the sensory perception of folk. A direct mail uses 3 of the four senses of an individual i.e. Visible, oral, listening and touching where as email does not use sense of listening and touching. But this is accomplished by adding appealing graphics, text reading capability and streaming audio to the email.
The statistics indicate that direct mail hasn’t died and in fact the volume has grown by big jumps in past few decades. A standard example is the fact that we are getting more magazines, journals, mails from universities, DVDs and so on. Than we used to receive few years gone. This leaves the promoters with a quandary about which method to use. The answer’s straightforward, use email to contact only those folks that you know and use direct mail for the folks that don’t know you.
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