Mike Santoro has a great post on
when to use direct mail and when to use email.
Email, he points out, is permission based marketing.
We get so much email that
if we don’t know the sender,
we delete the message in seconds
without opening it.
With direct mail, however,
we have to touch the message
(even if it is to move it from mailbox to garbage can).
And there is less of it.
We’re more likely to read direct mail from strangers.
This entry was posted on Tuesday, November 20th, 2007 at 6:00 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
I tried it before for another business but I must have been doing something wrong. I had expensive envelopes beautifully addressed. Really reluctant to try it again.
I understand, Niamh.
Direct mail, like any promotion,
is not guaranteed to work.
It could be the wrong offer
or the wrong time
or the wrong target
(or the wrong postman, in one case I heard of).