What you Need to Know About Email Marketing vs. Direct Mail

In order to create a highly effective marketing campaign, you need to know the critical distinctions between mediums so that you can make the best possible decisions for your business. Are you using the available tactics effectively? Take a look at the differences between email and direct mail marketing to get a better idea of how they work and how to incorporate email marketing more effectively into your plans.

1. Email has a high ROI.

Email marketing can have an ROI of up to 4400%, depending on your strategy and plan. Through email, you have the chance to reach directly into consumers' virtual mailboxes and connect with them individually through content based on their specific needs and preferences. As a result, you can often more effectively reach your target audience and increase the return on your investment. 

2. Email generates website traffic.

On average, you're looking for a click-through rate of 2.6% for your email campaigns. If you're sending out emails to thousands of subscribers, that could mean immense email open rates. It also means a substantial increase in your overall website traffic. Once you bring consumers to your website, you can significantly increase your odds of conversion. 

3. Direct mail has a chance of getting discarded.

Many people use a one-touch method of dealing with direct mail: that is, they touch it once, decide what they're going to do with it, and, in many cases, toss it straight in the trash. Consumers are more likely to keep emails that they find interesting or useful. 

4. Email can retarget past customers.

Do you have customers who have purchased from your business in the past and might be interested in purchasing from your company in the future? Returning customers often spend more with your business--and email lets you target them directly. 

5. Direct mail can be sent to large groups.

Direct mail allows you to quickly get your message out to a large group of people simultaneously. You can target direct mailings by geographic location, including sending them directly to specific neighborhoods you want to target.

6. Email has personalized content.

You can personalize email with information that pertains directly to specific members of your customer base. For example, you can send out emails marketing specific products and services to the consumers who are most likely to need those exact items. It also allows you to personalize content with users' names, based on their geographic location or specific behaviors.

7. Direct mail is more promotional.

Email marketing offers you the chance to connect with consumers and share helpful information. Most of the time, direct mail, on the other hand, focuses more on providing consumers with specific offers and trying to bring them directly to your business. Direct mail does not give consumers a chance to learn more about your business or your industry since you often must convey all the information you want to share within just a few seconds. 

8. Email builds credibility and trust. 

The more emails you send out with trustworthy information, the more your consumers will grow to trust you. Emails aren't just a vehicle for sharing sales and promotions, though those are certainly valuable information for your target audience. They also offer you the chance to share your expertise and establish that consumers can trust your business. As consumers continue to read your emails, they will better understand what your business has to offer and why they should trust you. 

9. Direct mail doesn't prompt much emotion.

Many people scan direct mail without actively engaging with it. They might skim the content or appreciate a coupon or other offer, but they usually do not feel an emotional connection to that content. Email, on the other hand, often evokes a personal connection that encourages consumers to trust your business and count on the content you have to offer.

10. Email is cost-effective.

Email is an inexpensive way to get your message out to a wide group audience for a relatively low cost. Unlike direct mail where you pay for each mailer, your price per email doesn't necessarily increase along with the size of your target audience. 

From connecting with a wider audience to personalizing your messages, email marketing offers immense opportunity for your business. Through email, you can build relationships with consumers, encouraging them to trust your brand. You can even expand your audience by working with a media partner to access their email lists. When you work with a media partner to develop an email marketing strategy, you can expand your reach and better connect with your target audience.