Amid the ongoing debate about whether direct mail or e-mail is the best method to market to customers and prospects, very little is being said about the one thing that is crucial to the success of both – the message. Unless the message is relevant to the audience and persuasively presented, it doesn’t matter how it is delivered. So while the discussion about direct mail versus e-mail continues, focus on developing good content and honing your writing skills.
Why market with mail?
The objective of both direct and e-mail marketing is to persuade a customer or prospect to take action, either now or later. When a seller consistently and regularly sends a communication such as a mailed post card or a newsletter (either mailed or web-based), a buyer is more likely at a future time to take the action desired by the seller. In other words, direct or e-mail marketing is less about an immediate sale than about positioning the business or organization to be top-of-mind when the potential buyer is ready to make a purchase.
This is especially important in business-to- business selling where the sell cycle is often long (especially when compared to business-to- consumer), and it is hard to stimulate demand. Direct mail is also important during an economic downturn when either budgetary constraints or the unwillingness of the purchaser to spend money creates a long sell cycle for both businesses and consumers.