If you guessed eMail, you’re wrong, well, almost wrong. Email has become very popular because it is easy to create, and costs a lot less than traditional direct mail. But are you sacrificing cost for conversions? Are you willing to listen, or be open minded to the fact that your pr marketing strategy should now include direct mail?
Let me explain what has been happening between these two pr marketing strategies that has direct mail the winner at this time.
You need to realize the average person receives thousands of junk email a month, and some may get that much a week. Then consider how many hundreds of email you get from vendors you know, clients, newsletters you subscribe to, etc. Although once an
important pr marketing strategy, email is now getting numb to the receiver. Our inbox has become so full with emails that we are now trashing things that are not directly needed at the time. A well-known professor, Andrew Razeghi wrote a book called “The Riddle…” and explains it is time to be creative with your marketing strategies. In his words, Mr. Razeghi said, “direct mail is more physical, less disposable and more sensory than digital media (email).” This alone should tell you why direct mail is clearly becoming the winner.
I am not saying to abort all email campaigns, but to re-consider the safe and true value that direct mail has, and it has a higher return rate. That’s because customers are often skeptical and more so when the economy is in a recession like now. By keeping a tangible image with something for the customer to touch, gives a positive perception of a company. With email, it is difficult for the person to get that feeling, especially if they can easily “click” your message into the trash without opening it. Another point, we hate getting bills in the mail. So it has been known that consumers will open a direct mailer because it is not a bill, or something that could be negative. Basically, we want to be entertained and junk mail can help relieve the fear of another bill.
Want to know some of the secrets to a successful direct mail program? Give George Carson a call at 949-477-9400.
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with their email marketing. That’s because they have not taken the time to learn the new rules of cyber marketing. Anyone can send an email. And yes, I am sure you get a lot of junk mail. It is estimated that business people receive over 300 emails per week (a low average I would guess), and of that, 62% is junk email.
We all get more than our share of junk mail and a lot of unnecessary mail that seems at times, overwhelming. But the true fact about email marketing is that it does work.
Email marketing isn’t new, but how we use this tool for marketing, shows that it is now making positive advances in using email for publicity. To make any publicity campaign successful you need to make sure that all your options of marketing tools and resources are in place. This is not saying to use email to contact reporters, editors or the media. That should be part of your normal activity.