Although email marketing is a great tool and should definitely be adopted by any business looking to expand their customer base, direct mail marketing will never go out of fashion. Check out the following facts:
Not Everyone Has an Email Address
The internet is still a relatively new phenomenon for some people out there. You may be shaking your head at this, but it’s true! For instance, there are still many seniors out there who do not use the internet. According to Pew Internet, as of April 2012, only 53% of seniors use the internet or email. If your product or service is geared towards seniors, use email by all means, but don’t forget about the value of using direct mail to reach your target audience.
More Direct Mail Addresses are Available for Marketing Purposes
When it comes to email marketing, you can’t send out advertisements to just any group of people. There are rules in place that prevent businesses from doing this, such as the CAN SPAM act. Plus, many people these days have multiple email addresses... and think about how often these change! In comparison, consumers move houses or apartments a lot less and will be easier to reach, thanks to the NCOA (National Change of Address).
People Respond More to Direct Mail
According to the Direct Marketing Association, the average response rate for direct mail in June of 2012 was 3.4% and the average response rate for email was 0.12%. For some reason, consumers seem to prefer direct mail and respond to it more than email. Perhaps this is due to the influx of email advertisements out there these days. Many consumers have to spend a portion of their day deleting “junk” email along with irrelevant email advertisements. On the other hand, when it comes to direct mail, consumers are forced to look at what’s in their mailbox. They will take more time to sort through it and determine which pieces to keep and which to throw away.
Note: Use targeted consumer mailing lists so that your direct mail offer is relevant to your customers!
So, if you own a company that is looking to expand its customer base, you should use email marketing by all means. It’s cheap and convenient and has many other advantages. However, keep in mind that direct mail is not obsolete and has the potential to bring in a profitable return!
Contact us to find consumer mailing lists that are tailored to your product or service and watch your customer base grow more than ever!