Brandywine Graphic Associates: Blog

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Mass Emailing versus Direct Mail

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Getting your message to large groups of people is always important to a business. Whether you’re contacting a list of current clients or expanding to new markets, you need a simple and cost effective solution to contacting them. Two of the most popular methods to do this are mass emails and direct mail.

For those not familiar with these terms, mass emailing is sending one email (usually an HTML based email with images, links and text) to a large list of people. Direct mail is mailing a letter, postcard or other marketing piece to a large list of addresses. To get these lists of either emails or mailing addresses, you can either gather them from customers and people you know or – for a small fee – purchase lists from a reputable company. When purchasing lists, you can get Geo-targeted lists that collect addresses for a certain target area by radius from a particular zip code. You can also target gender, age, income and other variables to truly target your mailing.

There are pros and cons to each type of mailing. Obviously, which you choose will be determined by the needs of your company including the type of audience you intend to reach, the budget of the project and the message you wish to get across.

Mass emailing is the “cheap” method, as most things digital are often more cost effective by cutting out printing costs. You also avoid postal regulations and the rising costs of postage. The amount of information you can present is also expanded by the email format as opposed to the restrictions of a mailing piece such as a postcard or letter. You have the ability to embed links and images to drive traffic to your site, allow immediate contact with an email link, and reach people anytime and anywhere. Many mass mailing companies and services also offer tracking which presents what people are doing with the email like how many people opened it, if they clicked on links, etc.

On the other hand, mass emailing can be hit or miss. If you purchase a list, you may get a lot of unsubscribes from people not interested in your company. However, the more emails you send, you whittle your list down to people who are sincerely interested in your company. With emailing, you also need to contact people more often to make an impression. With print media, you often get a client’s interest in three to seven attempts. With email, it is more like twenty. The more often you hit a client with an email and the more attempts, the more likely it will be successful at soliciting business.

Direct mail has a different effect and different approach. Many people are saying that printed materials are going to be obsolete with the digital technologies and advances being made, however, viewing something on the internet doesn’t have the physical connect of receiving mail, holding a postcard or opening a letter. While it is subconscious to most people, the feel of the paper in their hand, the act of holding it and turning it over, the ability to hang it on the fridge or tuck it in their bag is meaningful. It is also a stronger message showing the stability to the business. Having that piece of paper makes your company more concrete.

Printing, however, is much more expensive. First, you must pay to produce all of the printed pieces, whether you get them professionally printed or print the piece yourself and pay for ink and time, there are high costs involved. Then you must pay to ship them, as well.

Both methods are viable and successful tactics for creating interest in your company. If you have questions about either, need a company to design and send a campaign out, or are looking for other marketing needs, email or visit!


Written by bgasnet

May 4, 2010 at 2:22 pm

Posted in Uncategorized

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