March 9, 2011 by Bob Hill
Posted in: communication, Email Strategies, In this week's e-newsletter - Sales & Marketing, Latest News & Views - Sales & Marketing, New Research, online marketing, sales management
Think direct mail has gone the way of the dinosaur? Think again.
A recent MarketingSherpa survey of more than 1,000 B2B marketers found 79% of companies still count direct mail as an effective part of their marketing strategy (22% of those respondents believe direct mail is a “very effective” channel).
Only 21% of companies believe direct mail is “completely ineffective” in terms of generating new business.
The question managers need to ask themselves prior to launching a new direct mail campaign is: What edge can direct mail provide that e-mail cannot?
Here are four reasons companies may want to consider direct mail campaigns instead of (or in addition to) e-mail:
- Direct mail copy isn’t subject to spam filters
- It gives companies the option to add graphics and vibrant colors, both of which have been proven to increase response rates
- Lists don’t dwindle over time as prospects “unsubscribe,” and
- It gives marketers the option to use creative envelopes or packaging to increase open rates.
The survey also revealed the size and location of a company play a major role in determining whether to use direct mail or e-mail
Two types of companies that tend to see better results from direct mail:
- small companies of 100 employees or fewer that cater to a close-knit pool of customers, and
- companies located in rural regions, where e-mail isn’t as widely used (or popular) as direct mail.