Is Direct Mail old fashioned? Tired – past its Prime? Overtaken by e-mail?
The above are typical of comments heard over the last few years.
The main comparison marketers undertake is between e-mail and direct mail – they both have their strengths and weaknesses so let’s explore this.
There is no one way to undertake your marketing – you should be using all the methods available to communicate and sell that are open to you. Research proves that using more than one method together increases effectiveness by on average 24% over using the individual methods on their own.
E-mail – is fast, quick, low cost and research shows people prefer it as a method of communication when they know the organisation that is contacting them. In 2013 average open rates were 19.6% (consumer products faired better at 25.4%) and a unique click through rate of 16.9%. Only 3.0% of those who received the e-mail actually visited a webpage and that generated an average response rate of 0.12%. Where you have a relationship with the individual results improve and the top performers had an open rate of 38.6% but 25% of e-mailers only achieved 7%.
See the full article here.