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How to Integrate Email and Direct Mail for Maximum Marketing Impact

Evolution of Communication: From Mail to Email


Not long ago, most people didn't even have access to the internet, let alone an email address. But the internet opened up a new era with a lot of knowledge. Because of the Internet, electronic mail, or e-mail, came into being. Email made it easier for people to talk to each other in new ways.


At first, e-mail was just another way to talk to people about personal or business issues. People of all ages now own email addresses. But over the past few years, its marketing potential has been used to its fullest, both in good and bad ways. On the other hand, who can ignore the benefits of direct mail, which has been around for almost 200 years? It is still the way that many people prefer to talk to each other.



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Cost-Effectiveness: Email vs. Direct Mail


At this point, email is the least expensive way to talk to someone. Email is better than direct mail because you can send emails to many people at once with just a click of the mouse. With direct mail, you have to put letters in envelopes for each person, make different address labels, mail them, and pay for the postage. Email marketing saves a lot of time, which is worth a lot of money.

Effective Email Marketing Strategies

Though email marketing may seem simple, the end result tells a very different story. When you use email to sell something, you need to make sure you're sending the email to the right person. If you don't, it will end up in the junk folder. Also, make sure you don't miss either the title or the body of the email. If you do, the end result will be the same. Spammers use a wide range of subject lines these days, so when you write your subject line, remember that it shouldn't send your email to the spam folder again. When it comes to contracts, direct mail does better. Studies have shown that direct mail works better and faster than email. One, it's not as simple to block direct mail as it is to block junk email. Two, blocking mail isn't done automatically like blocking email.


People also don't like email marketing because they get so many junk emails and emails from illegal marketers about everything from Nigerian money scams to porn to online prescription drugs to stock quotes and more. Not only that, but you also get offers from big businesses, and these days, who can ignore phishing? Because of all of these things, people have a bad opinion of email marketing and delete or spam the email if they don't recognize it as their normal email. But direct mail is treated with care, and people pick up their mail every day and read it immediately.



The Power of Direct Mail

One reason why people like mail greetings better than internet greetings is that direct mail feels more personal. Personalizing direct mail takes time, but sending and receiving emails is fast, and emails are immediately deleted. For some reason, people are really excited about direct mail, which always makes researchers wonder. Don't worry, though. This is just good news for marketers who already have something that works. Marketers have a list of possible customers' addresses on hand and write them nice letters about your business and its goods. Gatekeepers and administrative helpers can handle snail mail before it gets to its boss, and it could then be thrown away. They will not likely make it unless they are dealing with business and have important knowledge. But email is better because it goes straight to the person it's meant for, and it's up to that person to decide if they want to read it or put it in the trash folder.


The Perceived Value of Direct Mail


A more scientific reason for why people value direct mail more than email is how they perceive things. People use three of their four senses when they read direct mail: sight, sound, hearing, and touch. On the other hand, E-mail doesn't use the senses of hearing or feeling. But this can be done by making the email more interesting by adding graphics, the ability to read text, and the ability to stream music.


Conclusion: Leveraging Both Channels


There is still a lot of direct mail out there; the amount has grown by leaps and bounds in the last few decades. One example is that we get more papers, journals, university mail, DVDs, and other things now than we did a few years ago. This makes it hard for marketers to decide which way to use. The answer is easy: only email people you know and send mail to people you don't know.



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