Perhaps one of the most important things that need to be considered when choosing direct mail over email marketing is that the majority of people look at their mail that they get in their mailboxes every day. Of course, some people are going to toss some of the information without looking at it but a vast majority of those individuals are going to sort through it without delay. This gets your message in front of those individuals easily and, compared to email marketing, the response can be substantially higher.
Another benefit to using direct mail is that you can specifically target groups of people that have an interest in what you are offering. It is important for you to consider this, not only when using direct mail but when purchasing the list of individuals that you will be mailing. The more focused the list is, the more likely it is going to be that you are going to see results from that list.
Have you thought about the customization that is possible when mailing people instead of using electronic means of contacting them? When most people gather email lists, they are only going to gather the most basic information from the potential customer. When you have a mailing list, you not only have the physical address but you often have their name and perhaps some other information as well. You can use this information in order to customize the mailing which will, in turn, increase the response. This is also something that should be considered when you are gathering a list or purchasing it from the company that generates leads.
Finally, you can measure the results of mailing those individuals in order to see if any changes need to be made to the mailing. Of course, you would always want to consider changing the copy and testing in order to increase the response. Some of the ways that you can track the response of a direct-mail campaign include sending out coupons with specific information that either needs to be filled out on your website or to be mailed back to your company. This can assist you in doing a split test as well, allowing you to easily see which is going to be more effective so that you can make those changes and send the future mailings to a larger list to increase the response. by: Frank Ricard