Direct mail marketing and online marketing or e-marketing are two contrasting strategies that are adopted by marketers who wish to promote products. These two forms of marketing have their own advantages and disadvantages. Direct mail marketing when compared to online marketing is considered costly and the reach of the campaign is less in relation to the e-marketing.
Direct mail marketing also incurs a huge wastage of resources and contributes in environmental pollution. The amount of paper used in these campaigns is considerable which means more trees are cut down for the sake of sending mails. The mail marketing campaigns are dependent on a host of factors that have to be carefully considered in order to contribute to their success.
The advantages of direct mail campaigns are that they generate higher number of leads when compared to other techniques of marketing. There is always return on investment and the return sometimes far outweighs the investment. Mail campaigns lend a personal touch and hence still retain considerable popularity. The online or e-advertising campaigns include both email as well as website based marketing. Email based marketing has lost its popularity over the years and rapidly has come to be regarded as the downside to using the internet.
Most popular email service providers filter out junk or spam mails that are sent to a users email address. Even if it is genuine advertising email that the user has subscribed to, it automatically gets filtered along with the spam. There is a very little chance that the recipient will actually read the email. The advantage to this method is that it is a very cheap option when compared to mailing strategy and has a much wider reach in terms of target population. Websites which are used to market are brilliant tools for selling only if they actually are able to gather traffic. With over forty million websites out there, it is very difficult for someone looking for a product to actually find their way to a website that offers it for sale.
A marketing strategy that combines traditional direct mail marketing with online marketing strategy might be a huge success. The reason for a low rate of response to mail marketing campaigns is the difficulty attached with ordering a product via mail. Order forms have to be filled and mailed back which for some people is too much effort. On the other hand, combining direct mail with online marketing enables marketers to list the URL or address of the website that is selling the product online on the direct mail marketing letters, thereby leading the prospective customer directly to its doors. The products can be ordered online and the prices paid using credit or debit cards or even a PayPal account.
The other novel way is to intimate the recipient of a direct mail of a possible email that might be waiting for them in their inbox. The mystery of it all is bound to entice the prospective customer to go online and check their email and read through its contents. The email in turn might link to a website that sells the product thereby completing the circle.