Maximising potential: Postal, Email, or both?

Fourth Source 12 Feb 2019 09:00

Typically, organisations will back either direct mail or direct email as their chosen method to target their customers, unaware of business benefits which result from employing a combination approach of the two mediums. Choosing direct mail over direct email is an argument which has been occupying marketer’s agendas for too long; pitting these two channels against each other highlights advantages and disadvantages for both.

Click through rates for direct marketing emails are reportedly 1.56% whereas the average response rate for direct mail is 4.4% (DMA, Email benchmarking report 2017). Direct mail has a lifespan of up to 17 days (Proactive Marketing, The best direct mail vs email infographic, 26 Mar 2018) compared to direct email which falls victim to emails being deleted unread. Another aspect often compared is the cost – a prospecting direct mail piece might cost 70p to produce and transmit compared to the 20p per email (this cost is usually to cover data usage) Digital Doughnut, Direct Mail vs Email, 15 Feb 2017.  Let’s look at the more granular components of each medium.

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Andy WoodRCT