July 30, 2013 Leave a Comment
In recent years we’ve been hearing “print is dying” and “it’s all about online.”
The truth is, not surprisingly, more complicated.
Email marketing has proven itself to be a more effective customer communication tool, rather than an acquisition channel. Despite its comparatively low cost, email is easy to delete…and unless there is a uniquely compelling offer or established customer relationship, most lead generation emails end up either as spam or in the trash folder. In short, the ROI ends up being shockingly low.
Direct mail—the old horse in the direct race—is gaining ground again after a few years exiled to the back pasture. Recent studies find the effectiveness of mail on the rise, particularly for certain key industries (health care, insurance, financial services, mail order shopping).
Six in ten people receiving mail will convert to purchase or customer status, according to Bolt Insurance [link: http://www.boltinsurance.com]. In fact, direct mail has 30 times the chance of receiving a response in comparison to email, the study states.
A recent stat: mail spending has been increasing in 2013 and will achieve a 3.6% growth through 2014, according to the projections cited by Bolt.
So before you are tempted to cut that mail budget, do the math.
Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn