Wednesday, 8 June 2016

Snail Mail or Email?

Sending letters, special offers and catalogues through the post used to be a marketing must -at least for companies who could afford it. With the advent of email campaigns, our letterboxes got less and less crowded with the colourful brochures, to the point that they have almost become a thing of the past. Meanwhile, our inboxes where filling up at an alarming rate. Promotional email became so annoying that, fortunately, laws were passed limiting the use of email for commercial purpose. Whether you are already running email campaigns or planning to do so, it is essential that you know the rules that apply to you (Don't be a Spammer).

Posting is the new emailing

People have become so used to (and oftentimes annoyed with) email marketing that snail mail is regaining popularity.

Using direct mail instead of email to reach customers makes sense for a few but excellent reasons. First of which is the lack of competition in the market: since almost no-one is doing it anymore, you are instantly more noticeable. Secondly, posting open the possibility of sending beautiful, original material as well as samples, which can make a very positive and long lasting impression. Think of how much more special, warmer a real book feels in your hands compared to reading on a tablet.

But email is still cool

Email marketing remains the preferred solution of many businesses for excellent reasons too: thanks to today's online tools, it is incredibly easy to set up and use. If you're a small business with a reasonable list, it's free to run. The results are directly measurable, since you'll know how many people have opened your email and will be able to track clicks –and that's just for starters.
Email campaigns can also be used to direct traffic to your website and/or social media page, which in turn opens the possibility of building upon itself.

Use both?

Like all good marketing tools, direct mail and email can be used in conjunction. What's right for you will depend on the specific circumstances of your business. Most importantly, you should go with whatever option agrees best with your brand, and as much as possible, that you enjoy too.

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