Direct Mail Vs. Email: Which Works Better?

Rhonda Serkes 610.668.3020 www.helpme-rhonda.com
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What Got You Here Today?

What Got You Here Today?

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Why Direct Marketing?

Why Direct Marketing?

Direct Marketing: Attempts to send its message directly. Focuses on “call-to-action.” Direct mail and email are two forms. Both improve ROI.

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How Much Spent On Direct Marketing? How Much IsIs Spent?
How Much Is Spent?


 


Companies spend billions. DMA is the Direct Marketing Association. Global trade association supporting direct marketing tools and techniques. “The Power of Direct Marketing” is annual report. Is more than half of ad spend.

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How Much Is Spent?

How Much Is Spent?
Direct Marketing 52.7% Expected 54.3% An Investment of $1 Spent On Average $11.61 Expected $11.65

2008

2009

2008

2009

DM Expenditure

DM Sales $1,951.7 Expected $1,738 billion billion

176.9 billion

Expected $149.3 billion

2008

2009

2008

2009

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Decrease 10.9%

What’s The Response Rate?
How Much Is Spent?


  

DMA 2009 Response Rate Report. Direct Mail makes up 35%. Email makes up 12.6%. No direct mail isn’t dead.

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What’s The Response Rate?
Direct Mail
House Lists
Response Rates Direct Order Lead Generation

Prospect Lists
Response Rates Direct Order Lead Generation

3.65%

5.26%

5.28%

1.65%

3.15%

3.52%

Email
House Lists
Open Rates Click Through Rates Conversion Open Rates

Prospect Lists
Click Through Rates Conversion

14.92%

9.36%

5.26%

8.56%

5.57%

3.17% 7

What’s The Future?
“Direct marketing’s integration of multiple sales channels and highly targeted offers means that businesses utilizing direct marketing typically outperform their competitors, even when sailing into financial headwinds.”
- Peter Johnson, PhD, DMA’s VP, strategy, analysis, and planning, and lead author of the report.

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Through The Clutter? How Do You Break Through The Clutter?
How Do You Break

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Why Direct Mail?
Why direct mail?

  

Primary goals: Create awareness.  Acquire and retain customers. Drive sales and traffic. Support other media. Three elements; List, offer and creative. 40% of mailer success (or failure) is due to list. 40% of mailer success (or failure) is due to the offer.

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How Many Feel You’re Not Targeted?
Who Is Your Target Audience?

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What Does Direct Mail Look Like?
What Does A Direct Mail Campaign Look Like?

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How How Do You Improve Do You Improve Direct Mail?

Direct

Mail?

  


    

Keep copy simple. Focus on a main message. Write in a tone the audience understands. Analyze potential markets. Study the package. Use dimensional mailers. Use PURLs. Use Gurls. Use good design. Integrate all your marketing.
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How Do You Track Direct Mail? How Do You Track

Direct

Mail?

  

Just ask. Use key codes. Provide unique phone numbers. Provide Web sites. Create PURLS.

www.ChristopherColumbus.MyNewWorld.com

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What Are Direct Mail Advantages? Mail What Are Direct

Advantages Over Email?

  


    

Environment is good. Gives space to tell the whole story. Allows you to use emotion. Can increase response of email, vice-versa. Easier to cut through mail box clutter. Displays creative pieces. Portable and does not require devices. Many do not have access to Internet. About 30 minutes per day reading mail. Pinpoint local target audiences.
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What Are Direct Mail Advantages?
USPS Household Diary Survey

81% read or scan direct mail

71% read or scan mail immediately

48% discard email immediately
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What Can You Do With Direct Mail?
What Can You Do With Direct Mail

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What Can You Do With Direct Mail?

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What Can You Do With Direct Mail?

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What Can You Do With Direct Mail?

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What’s Direct Is The The Direct What Mail’s Disadvantage?

Mail

Disadvantage?

Can be expensive.

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Why Email?

Why Email?

  

Primary goals: Create awareness.  Sell products online. Generate Web traffic. Support other media. Questions remain about effectiveness. Most of globe is on Internet. Align with other marketing.

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Why Crowded Is Your Inbox?
How Crowded Is Your Inbox?

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How Do You Improve Email?

How Do You Improve Email?


  


  

Review email strategies. Manage email lists. Analyze click-through open rate. Offer content that works. Use autoresponders. Subject lines are most important. Have a good business reputation. Keep it simple.

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How Do You Improve Email?


     

Mind the fold. Use top-down format. Use image alt tags. Include a link. Create design around images. Format text. Know about content filters. Make sure works with Website.

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How Does A Website Work With Email?
How Does Your Website Work With Your Email?

.

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What Are Email Advantages? What Are Email Advantages

Over Direct Mail?

  

Is cheap. Is fast. Is great testing medium. Is easy to click-through to download information.

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What Are Email What Are Email Disadvantages? Disadvantages Over Direct Mail?? Environment is poor.

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Messages need to be short. Creativity is limited. Good lists are hard to find. Comes with CAN-SPAM Act of 2003 http://www.ftc.gov/spam/

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How Do You Track Email?

How Do You Track Email?


Email programs can create, track and report. Some email software companies.  Constant Contact.  Emma.  BizActions.

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What Are Email Which Works Better? Disadvantages Over Direct Mail?? Both are cost-effective.

  

Both can be financially rewarding. Both brand and capture market share. Both need to have content relevant. Both are a requirement to improve ROI.

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Direct Mail Vs. Email: Which Works Better?

Rhonda Serkes 610.668.3020 www.helpme-rhonda.com
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