In today’s day and age, there are a lot of ways to communicate with your clients and contributors. Whether you are a business looking to grow or an organization hoping to reach new audiences, you need to decide the best way to spend your budget, and in the digital era, email marketing seems like the way to go. Letting direct mail marketing fall to the wayside, however, would be a mistake. There are a lot of advantages and disadvantages to each marketing strategy, and in part one of this series, we’ll be discussing those key pros and cons. Continue reading to learn why email marketing isn’t the be-all-end-all of marketing in 2018, and get all the mail automation equipment you need for less from ADI Business Machines.
The Advantages of Email Marketing
The facts are pretty clear when it comes to the advantages of email marketing: it’s cheap, fast, and easy. If you’re reading this article, you clearly have access to a computer, and that’s pretty much the only equipment you need to get started. The low costs make a great return on investment a given. You also have the ability to instantly reach your audience, and converting leads to customers is simple when all they have to do is click on a link to be redirected to your website or your contact information.
Another notable advantage of email marketing is the easy access you have to tons of data. When everything is online, you can track almost every movement your clients make as they interact with your emails. You have a valuable opportunity to track the life and value of your marketing campaign, from the rate at which your clients open your emails to the rate at which they lose interest and bounce away from your site. Direct mail marketing can funnel information to your customer relationship management (CRM) platform, but the connection won’t be as simple as it would be with email, and you simply won’t have access to the same depth of information.
The Disadvantages of Email Marketing
If you have an email account – or two or more, which is becoming increasingly common – then you are probably already familiar with the downsides of email marketing. It’s a very crowded market. According to a study done by the Royal Mail in the United Kingdom, about 70 percent of people surveyed felt like they got too many emails.
One result of that is the dismal lifespan of an email: it has your customer’s attention for approximately two seconds before it’s discarded or ignored. There is a good chance that your target audience will simply delete your email without reading it in an attempt to cut down the clutter in their inbox. You also have to acknowledge the fact that it’s all too easy for your carefully crafted emails to get buried under other companies’ promotions and spam.
Difficult Client Lists
There are other downsides to email, too, like the challenge of building and keeping a list of quality customer emails. It takes time to build a list you can truly profit from, now that there are a few more hoops to jump through and your customers need to purposefully opt-in. You’ll also constantly be losing email addresses as their owners unsubscribe from your list. It may be because they don’t find your content engaging, or they may just be attempting to spring clean an overly busy inbox.
The design of your emails is also stunted in comparison to the possibilities of print media. There are plenty of services out there offering customizable templates, but you can only do so much without the skills or the staff of designers. The medium itself also limits your opportunities. There simply isn’t a lot of flexibility in what you can do to get someone’s attention as they are scrolling through on their way to work.
Invest in Your Options
Email marketing has its pros and cons, just like any other method. It’s not the magic, cost-efficient solution it may seem to be, which is why you should consider what other forms of marketing you can utilize. Direct mail should be at the top of your list. In part two of this series, we’ll go over the advantages and disadvantages that come with direct mail so you can make an informed decision of your own.
Are you already convinced to start investing more in direct mail marketing? ADI Business Machines is here to help. Mail automation can make the process far faster and more effective, and we can help you find exactly what you need. We offer a varied selection of high-quality, refurbished mailing equipment, from folder inserters to address printers, along with start-to-finish support so you can learn how to truly utilize your new investment. Explore our site to learn more about the mailing equipment we offer and call today to get a custom quote!