Individual blog

B

MARKETING: DIRECT MAIL VS EMAIL

By Bobby Posted On: March 7, 2014

Over the years, the consumer preference has evolved significantly. Most consumers now prefer a more convenient way of getting their facts and advertising material. Gone were the days that only print and mass media are the only ways of getting effective means of communicating to consumers.

The consumer preference may have changed over the years due to the internet and email, but it may surprise you that customers still prefer a more traditional way of obtaining advertising material – through direct mail.

According to some studies, most consumers today still prefer direct mail over email when it comes to advertising material. 6 out of 10 North Americans prefer getting offers from companies in the form of brochures and colourful hard-copied material than getting a soft copy of the same material through email. Despite being an expensive way of brand communicating, direct mail advertising remains as the top choice for consumers, and is by far getting more attention than emails.

The trust factor
The digital age is not at a loss when it comes to brand advertising. In fact, it is now used more than ever in brand research. According to a 2013 research, 10% of North American households used Facebook to research products and services. Even so, over a third of North American households don’t find ads on social networking useful. The studies suggest that the trust factor in social media goes down as soon as an outright advertising is used.

The same phenomenon can be seen in emails as well. Even if the advertising emails have successfully passed through an email provider’s spam filters, there is still a diminished chance for the advertising email to get a genuine attention from its recipient compared to a personal email. It is possible that this phenomenon can be explained by an email user’s vigilance towards malicious content that goes back to the heyday of email malware. The studies suggest that if a consumer receives an email, regardless if it is for advertising or other matters, as long as the sender is a stranger to the recipient, there are fewer odds for the recipient to open the email. The trust factor goes up especially if the consumer has knowledge of the sender- e.g. the consumer has signed up for a newsletter. The same response can be seen from direct mail recipients. Direct Mail recipients prefer addressed mail compared to unaddressed mail. These studies show that anything anonymous in advertising and marketing is suspicious.

The results of these studies only show that the marketers should recognize what their target market’s preference is. Building a marketing campaign starts from building relationships between the marketer and the consumer by establishing trust with tangible, trusted channels like print media and direct mail. Being a trusted brand doesn’t result from sending a swarm of emails and hoping something sticks. Being a trusted brand starts with a consistent, trusting consumer base and eventually grows because of its reputation of being trusted. After all, the best marketing tool that a marketer has is a happy and satisfied customer.

864 thoughts on “MARKETING: DIRECT MAIL VS EMAIL

  1. Hi this is kinda of off topic but I was wanting to know if blogs use WYSIWYG editors or if you have
    to manually code with HTML. I’m starting a blog soon but have no coding know-how so I wanted to get guidance from someone with
    experience. Any help would be enormously appreciated!

  2. Good day! This is kind of off topic but I need some guidance from an established
    blog. Is it difficult to set up your own blog? I’m not very techincal but I can figure things out pretty quick.
    I’m thinking about setting up my own but I’m not sure where to start.
    Do you have any ideas or suggestions? Many thanks

  3. Hey I know this is off topic but I was wondering if you knew of any
    widgets I could add to my blog that automatically tweet my newest twitter updates.
    I’ve been looking for a plug-in like this for quite some time
    and was hoping maybe you would have some experience with something like this.

    Please let me know if you run into anything.
    I truly enjoy reading your blog and I look forward to your new updates.

  4. Hey there! Would you mind if I share your blog with my myspace group?

    There’s a lot of people that I think would really appreciate your content.

    Please let me know. Thank you

  5. The other day, while I was at work, my cousin stole my apple ipad and tested to see if it can survive a twenty
    five foot drop, just so she can be a youtube sensation. My apple ipad
    is now broken and she has 83 views. I know this is entirely
    off topic but I had to share it with someone!

  6. I am curious to find out what blog platform you are using?
    I’m having some minor security problems with my latest
    blog and I’d like to find something more safeguarded. Do you have any recommendations?

  7. I’ve been exploring for a little for any high-quality articles or blog posts in this kind of space .
    Exploring in Yahoo I at last stumbled upon this website. Reading this info So i’m glad to convey that I have an incredibly good uncanny feeling I discovered just what
    I needed. I most without a doubt will make certain to do not omit this
    website and provides it a look on a constant basis.

  8. Good day! I know this is somewhat off topic but I was wondering which blog platform are you using for this website?
    I’m getting fed up of WordPress because I’ve had issues with hackers and
    I’m looking at alternatives for another platform.

    I would be fantastic if you could point me in the
    direction of a good platform.

  9. I’m extremely impressed with your writing skills as well as with the
    layout on your blog. Is this a paid theme or did you modify
    it yourself? Anyway keep up the nice quality writing, it’s rare to see a great blog like this one today.

  10. Today, I went to the beach with my children. I found a
    sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She placed the
    shell to her ear and screamed. There was a hermit crab inside
    and it pinched her ear. She never wants to go back!
    LoL I know this is totally off topic but I had to tell someone!

  11. [url=http://shejot.com/index/8-17155]womenbikeatlanta.com[/url][url=http://photopolygon.com/user/1402657]paydayloansnearme[/url][url=http://20ye.ru/index/8-41581]inspirationalwomenconnecting.com[/url][url=http://alatmony.net/profile.php?lookup=446406]girlmeetsbulgaria.com[/url]a

  12. [url=http://mv4you.net/user/tiowebcaheal1984/]wifiwirelesscameras.com[/url][url=http://deafcrimea.ru/user/precabtipho1980/]onlinedatingsites.us.com[/url]

  13. Thank you for sharing superb informations. Your web-site is so cool. I am impressed by the details that you have on this web site. It reveals how nicely you understand this subject. Bookmarked this web page, will come back for extra articles. You, my pal, ROCK! I found just the information I already searched everywhere and simply couldn’t come across. What a perfect web site.

  14. Thanks for sharing superb informations. Your website is very cool. I am impressed by the details that you have on this site. It reveals how nicely you understand this subject. Bookmarked this website page, will come back for more articles. You, my pal, ROCK! I found just the information I already searched all over the place and just could not come across. What an ideal website.

  15. Thanks on your marvelous posting! I definitely enjoyed reading it, you can be a great author.I will ensure that I bookmark your blog and will often come back sometime soon. I want to encourage you to ultimately continue your great job, have a nice morning!

  16. I’m impressed, I must say. Really not often do I encounter a blog that’s both educative and entertaining, and let me tell you, you’ve got hit the nail on the head. Your idea is excellent; the difficulty is something that not enough individuals are talking intelligently about. I’m very comfortable that I stumbled across this in my search for something referring to this.

  17. I’m impressed, I need to say. Actually rarely do I encounter a blog that’s both educative and entertaining, and let me inform you, you will have hit the nail on the head. Your concept is excellent; the issue is something that not enough individuals are talking intelligently about. I am very comfortable that I stumbled throughout this in my seek for one thing regarding this.

  18. Can I just say what a aid to seek out somebody who really knows what theyre talking about on the internet. You undoubtedly know learn how to carry a difficulty to light and make it important. Extra individuals have to learn this and perceive this side of the story. I cant consider youre no more standard since you undoubtedly have the gift.

  19. Hi, Neat post. There’s a problem with your website in internet explorer, would test this… IE still is the market leader and a huge portion of people will miss your wonderful writing because of this problem.

  20. An fascinating discussion is worth comment. I believe that it is best to write more on this matter, it won’t be a taboo topic but generally people are not sufficient to speak on such topics. To the next. Cheers

  21. After examine just a few of the blog posts in your web site now, and I really like your means of blogging. I bookmarked it to my bookmark web site list and will likely be checking again soon. Pls take a look at my website online as well and let me know what you think.

  22. After study just a few of the weblog posts in your web site now, and I truly like your approach of blogging. I bookmarked it to my bookmark web site listing and might be checking back soon. Pls try my web page as effectively and let me know what you think.

  23. After research a few of the blog posts on your website now, and I actually like your means of blogging. I bookmarked it to my bookmark website list and will likely be checking back soon. Pls try my website online as well and let me know what you think.

  24. After research just a few of the weblog posts in your website now, and I really like your manner of blogging. I bookmarked it to my bookmark website list and will likely be checking back soon. Pls try my website online as properly and let me know what you think.

  25. After examine a few of the weblog posts in your website now, and I really like your approach of blogging. I bookmarked it to my bookmark web site listing and will probably be checking back soon. Pls check out my web site as effectively and let me know what you think.

  26. Just want to say your article is as astounding. The clearness on your publish is simply spectacular and i could think you’re a professional on this subject. Fine along with your permission let me to grasp your RSS feed to keep up to date with drawing close post. Thanks 1,000,000 and please continue the gratifying work.

  27. Just wish to say your article is as surprising. The clarity for your post is just spectacular and i can assume you are a professional on this subject. Fine together with your permission allow me to seize your RSS feed to keep up to date with imminent post. Thanks one million and please carry on the gratifying work.

  28. Just desire to say your article is as surprising. The clarity to your submit is just excellent and i can assume you are a professional on this subject. Well with your permission allow me to take hold of your feed to stay up to date with imminent post. Thank you one million and please keep up the rewarding work.

Leave a Reply

Your email address will not be published.

*