Direct mail marketing is pretty simple. Companies formulate a mailer mail
them to customers whom have requested more information or prospective customers
purchased from a list. The challenge here is to keep the customers from throwing
away the direct mailer. Kim Frazier works for a Corporate Marketing Products and
He recommends companies to invest in dimensional direct mail. Nothing cuts
through the clutter and piques interest in a mailer better than bulky mail. In
study after study, lumpy mail elicits more response (by almost twice) than flat
mail alone. The argument for direct mail is that the leads gained are from
customers with an actual interest in the product. On average dealers close a
much higher percentage of these leads over 30%.
Email marketing on the other hand allows a company to reach a far larger audience for the same dollar. The challenges here are to avoid the junk email filters, the spam filters and the freebie customer. Freebie customers only want the free gift and you might make the sale or you might not.
Then there s the issue of where you get your lead lists from says Direct Marketer Brian Rice. If you received the leads from an online marketplace that connects you to a network of lenders , then be careful. These leads were not only sent to you, but may also fall in the lap of your various competitors. If you have received the leads directly through your online marketing efforts and can provide them with a mortgage service, then great!
The simple answer to the complex debate of direct mail versus email marketing is summed up in two words diversify and integrate. Take time to ensure your email marketing is aligned with other marketing efforts. Direct mail, advertising and trade shows should all interconnect with your email marketing to provide a single image, brand and position. By doing so, you ll increase the likelihood of your target audience, making your activities a good thing.