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Direct mail marketing versus internet marketing

In today’s world of technology, consumers can socialize, network, find information and make purchases as and when they want. They are also in full control over the information they want to receive, which has created a challenge for the marketer to get their message read. The consumer can turn their spam filter on high, fast-forward through commercials on their recorded TV shows, or delete messages without even looking at them.

This new ‘tech’ consumer has created a unique challenge for companies to develop successful marketing programs that target the right audience, at the right time, and through the right media. Using the Internet for marketing has opened up new ways to communicate with your audience, but using the Internet exclusively is not the answer to a successful marketing campaign.

The possibilities surrounding the dawn of online marketing don’t mean that print is dead. The tools used by the new tech consumer are not used by all consumers. The Print success story cannot be forgotten. Current research and statistics show that direct mail marketing is still effective and is still a very effective marketing tool.

According to the 2006 Statistical Data Book of the Direct Marketing Association (DMA), direct mail marketing is the medium used by most marketers. According to the DMA, more than $ 54 billion was spent on direct mail advertising in 2005. That’s almost three times the amount that will be spent on online advertising in 2010.

Here are some compelling reasons to use direct mail vs. online:

1.) There are many consumers who do not have a computer and / or have regular access to email and are not secure and do not trust what is on the Internet.

1a.) However, everyone has a mailbox. Although there is a fair amount of junk mail that is received every day, your article has a chance to be seen and read. Your challenge is to make it stand out and interesting enough to keep and look at rather than tossing it in the ‘recycle bin’ on the way home.

2.) Complaints associated with the Internet include downloading software, receiving unwanted advertisements and / or pop-up advertisements, requesting personal information in advance before receiving what you want, privacy-related issues, and the possibility of fraud. .

2a.) The consumer who receives a direct mail marketing article has the power to decide if they want to do business with you.

3.) Spam filters prevent marketing messages from reaching a target audience, unless the person is already on one of your lists, so marketers cannot assume that an email was delivered Really.

3a.) With direct mail, you know that every piece is delivered with the opportunity to be read.

4.) Email lists do not necessarily allow the marketer to send out a broadcast message that reaches their target audience. Reaching your target audience, especially your “niche,” remains a challenge.

4a.) Direct mailing lists give marketers the opportunity to drill down to information based on customer characteristics and a wide range of available demographic filters, such as gender, age, income, ethnicity, and lifestyle data. When these specific lists are used, marketers isolate their specific audience and send them the offers they really need.

5.) Offers are difficult to incorporate online as everyone expects to receive a reduced price, free information, and a money-back guarantee anyway.

5a.) Free trials or samples, coupons, and a good call to action are easier to access when they arrive in the mail.

6.) Internet surfers must bookmark you or they can only visit your site for a short period of time or only once.

6a) Direct mail gives the recipient a hard copy that can be archived, reviewed at a later date, and shared with friends and associates.

The mail plays a vital role with today’s consumers. Her primary role is to help with three household-related jobs: finding new consumptions, managing the household, and overseeing finances. By making your mail more naturally suited to these jobs, and by providing the emotional satisfaction people want from your mail, you can reach your goal on a richer, deeper, and more meaningful level.

According to an investigation by the United States Postal Service:

The Postal Service’s Mail Moment research shows that Americans value and expect to receive their mail. Mail time lasts 30 minutes on average and involves consumers bringing their mail home and sorting, reviewing and acting on it.

The research also revealed that the two mediums work together, with consumers using mail order catalogs to help with online purchases. Typically, people are more “active on the web” when they receive a catalog.

-They made 16% more visits to the site.

-They viewed 22% more pages.

-They spent 15% more time on the site. *

To further increase the effectiveness of direct marketing, marketers should consider postcard campaigns. DMA’s 2006 results demonstrate that postcards are read the most, because they provide a “speed read” and the highest return on investment. In fact, their response rates are higher than those of newspapers, catalogs, radio, and email.

Postcard ROI is higher by saving marketers time and money.

-In general, postage accounts for about 40% of the total expense associated with sending a piece of direct mail, so the reduced cost of postage on postcards creates a great option,

-A printing company that offers a full service option helps avoid shipping costs, eliminates the need for mail houses, and gets the lowest postage rates possible.

There are advantages of internet marketing and direct mail marketing. A marketer must understand the strengths and weaknesses of each medium and design a marketing campaign using both mediums to complement each other. This will give you the opportunity to have your message read by a wider range of your target audience.

* USPS The role of the mail