DM better than EM now?

[Frimley111R]

We all know how cheap and easy it is to send out emails these days and, as a result, we're all bombarded with the things. 'Fortunately' filters can remove most of these from our Inboxes meaning that the impact of them is diminishing, although a well executed email can still work well.

Due to the filtering 'skills' of MS and Google I am wondering if anyone has gone back to DM. Of course tracking is almost non existent but if the message is the only paper based one to land on a prospect's desk is this a price worth paying?

 

[ethical PR]

Hi...I think a lot of people still use direct mail. And of course you can track/evaluate it.

I think as a marketing expert you're probably better placed than most, to answer your own question.

My thoughts are that it's always worth investing in communications that are based on tried and tested messaging, that you know resonate with your target audiences, through mediums you know they value and use.

I

 

[XanderMarketing]

There are many people doing email marketing poorly - buying millions of records for £99, sending out highly graphical emails to these lists which are salesy - this is unlikely to work.

Email marketing done right does still work and have its place. This is the same as DM - unimaginative, boring, salesy DM won't get cut through - something innovative and valuable would have more chance.

 

[Databroker]

This is one of those questions which is impossible to answer. No marketing channel is better than any other - full stop, period. It depends on YOUR target market and how THEY want to be communicated with. If they respond and convert better through DM for you, then that should be an important part of your mix but it will not be relevant to other markets and verticals. Even at that point, that is abstracting over the individual level - people within the same vertical, company, job role - all will have their preferences.

The great news is that all direct marketing can be tested and then scientific learnings can be made without conjecture and opinion. There are however marketing "rules" that can be applied to give you a better chance as described above but these are guidelines.

Thanks