Which marketing is more effective, mass e-mailing or direct mailing? What factors should you research when determing which is best for my company? Marketing instructor at the University of St. Thomas, Jonathan Seltzer, answered this question from reader in the Star Tribune business section last week. I thought Seltzer answered this question really well.
While many factors go into a successful campaign, experts agree the most important factor to consider is the quality of the list you have, the relationship the target has with your company and the incentive you are offering.
Lists: All lists are not created equal, so go with the best list -- e-mail or mailing address. Many lists may be a "random" collection of names or addresses, which will not meet your needs. When choosing a list, pick one that's current and, ideally, one for which the individuals have expressed interest in a product or service. Also, ensure the demographics characteristics of the list are similar to those of potential customers.
Relationship: Do the recipients know you and your company? Experience has shown that when the recipient knows neither you nor your company, your e-mail is likely to never make it to the recipient. Assuming the addressee does not know you, consider direct mail to introduce yourself and extend an invitation to provide more information on a topic of the recipients' choosing via e-mail.
Incentive: If you have the right list and a solid relationship, you still need a valued incentive to motivate your audience. Offer me something that I value and I will respond.
Test, test, test: A common rule is "if you do not measure, then you cannot manage" and it certainly applies to direct marketing. Look at your list, draw a sample and prepare two different campaigns to be sent to them. Measure the results to see which was more effective. Repeat this process to fine-tune your message and you will have a winning campaign.
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