Marketing Snail Mail Vs Email

Marketing Snail Mail Vs Email



Marketing – Snail Mail Vs E-mail
It was not too long ago that most people had no internet leave alone e-mail address .​
But internet brought in​ a​ new era that is​ full of​ unlimited information .​
Internet gave birth to​ electronic mail popularly known as​ e-mail .​
E-mail opened new avenues to​ the​ world of​ communication .​
In the​ beginning e-mail was only used as​ another means of​ communicating with other people for personal or​ business related matters .​
Now people of​ every age group have an​ e-mail address .​
But,​ since past few years its potential for marketing has been exploited to​ its maximum both in​ good and as​ well as​ bad manner .​
At the​ same time who can disregard the​ services of​ direct mail which has been operating since nearly two centuries? It is​ still the​ preferred method of​ communication for many people .​
E-mail is​ the​ cheapest method of​ communicating available as​ of​ this date .​
The advantage with email is​ that you​ can send email to​ many people at​ the​ same time just with the​ click of​ a​ mouse where as​ in​ the​ case of​ direct mails one has to​ go through putting letters in​ envelopes for each and every person,​ make different address labels,​ mail it​ and also have to​ bear the​ cost of​ mailing .​
Time is​ money and e-mail marketing saves a​ lot of​ time .​
While e-mail marketing might look easy but if​ you​ compare the​ net result the​ story is​ totally different .​
When you​ are marketing through e-mail you​ go to​ make sure that you​ are e-mailing the​ right person otherwise the​ e-mail would end up going to​ junk folder .​
Also you​ got to​ be careful that you​ don’t miss the​ subject or​ the​ body of​ the​ e-mail otherwise the​ net result would be same .​
In this age of​ spamming,​ spammers use variety of​ subjects,​ so you​ have to​ put the​ subject keeping in​ mind that it​ wouldn’t send your e-mail to​ the​ spam folder again .​
In contract the​ direct mail gets a​ better treatment .​
Studies show that direct mail is​ more efficient and has better success than e-mail .​
First,​ it​ is​ not as​ easy to​ block direct mail as​ junk e-mail and secondly the​ process of​ blocking mails itself is​ not automated like e-mail .​
The other reason why people hate e-mail marketing is​ due to​ constant bombarding of​ e-mails from spammers and illegal marketers from Nigerian money scams to​ pоrn to​ online prescription drugs to​ stock quotes to​ what not .​
In addition to​ that,​ you​ also get promotional offers from big companies and who can ignore phishing these days .​
Due to​ all these people have developed a​ negative perception about e-mail marketing and they simply delete or​ spam the​ e-mail if​ they do not identify it​ as​ their regular e-mail .​
In contrast direct mail is​ seen with respect and people pick their mail as​ a​ daily routine and open them with a​ priority.
Direct mail has a​ personal feel attached to​ it,​ one of​ the​ reasons why people prefer mail greetings over an​ electronic greeting .​
It takes time to​ personalize a​ direct mail where as​ an​ e-mail is​ instant and the​ fate of​ e-mail is​ also instant i.e .​
immediate deletion .​
Researchers are constantly puzzled by the​ mystery surrounding why people are so enthusiastic about direct mail .​
But no worries this only good news for the​ marketers that they have something in​ their tool kit that works .​
So marketers have the​ mailing list of​ potential customers handy and send some nicely composed letters to​ them about your company and its products .​
Snail mail has a​ potential of​ going through the​ hands of​ gatekeepers and administrative assistants before actually going to​ their boss which can end up being thrown in​ trash .​
The survival chances are rare unless its subject is​ business oriented and has some important information .​
But e-mail wins in​ this regard,​ as​ it​ reaches directly the​ person to​ which it​ is​ intended to​ go,​ after that its fate is​ left to​ the​ person whether to​ read or​ send it​ to​ spam folder .​
A more scientific explanation of​ why direct mail is​ dearer to​ people than e-mail is​ the​ sensory perception of​ people .​
a​ direct mail uses three of​ the​ four senses of​ a​ person i.e .​
visual,​ verbal,​ listening and touching where as​ e-mail does not use sense of​ listening and touching .​
But this can be achieved by adding appealing graphics,​ text reading ability and streaming audio to​ the​ e-mail.
The statistics show that direct mail has not died and in​ fact the​ volume has grown by leaps and bounds in​ past few decades .​
a​ typical example is​ the​ fact that we receive more magazines,​ journals,​ mails from universities,​ DVDs etc .​
than we used to​ receive few years ago .​
This leaves the​ marketers with a​ dilemma about which method to​ use .​
The answer is​ simple,​ use email to​ contact only those people who you​ know and use direct mail for the​ people who don’t know you​ .​




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