2. Michael Hofmann
Resource Mail Services
PO Box 52, Stn. C
Toronto ON M6J 3M7
Hello Reader,
There you have it: two forms of address and two very different worlds.
The first, electronic mail, gets you there instantly. Your words, your message, your offer delivered in scant seconds to your audience.
The second, real mail, takes days to get delivered.
So that's it - no contest, e-mail is better and is the winner.
Obviously not, the two media co-exist in todays world. Which should you use for Direct Marketing? That depends on what you are trying to accomplish, what kind of lists you have, what your end goal is and what your budget is.
Let's look at e-mail today.
E-mail blasts are cheap, but their effectiveness is still a matter of debate. I've heard of million e-mail blasts that got less than 10 orders; that's right, a response rate of below 1 in 100,000. That is not cheap by any measure.
One problem with bulk e-mail is that a lot of the mail gets filtered out by servers etc.
Another problem is that arguably most bulk e-mail gets deleted without being read.
Bulk e-mail also has a bad rap as spam; ideally you would like to get get sanctioned lists, but who really wants an advertising e-mail from a company that they don't know. Nobody. Essentially, you are not reaching your target.
Of course it's different if you sign on with a company to receive their newletters etc, but that is a different animal. An animal that you already know and care about.
So e-mail is very effective for your exsting audience, but maybe not as efrective for finding a new audience.
Next time I'll look at good old paper mail.
Michael Hofmann
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