Time was, when marketing experts argued incessantly over the relative pros and cons of email and direct mail.These days, all industry experts agree: both media are powerful when paired with each other in a coordinated campaign. The power to wield these tools in a multi-channel effort are easily accessible, if not utilized as often as they should be. There are five concepts to build into your campaign: Branding, timing, mailing lists, Call-To-Action and evaluation.
For years, the answer to that was easy: direct mail was good old, USPS delivered letters and postcards. These days, there isn’t a single “one-size-fits-all” answer as to what exactly constitutes it. Truth be told, the definition of direct mail seems to change every day.
Eventually every business addresses the same issue: traditional, printed mail or email? While each has its pros and cons, as well as fans and opponents, the discussion swirling around these two mighty marketing tools always misses a blindingly obvious — and profound — point:
So which medium is more productive at motivating customers to do something? A printed direct mail piece or email?