Home Business Internet Marketing | Email Or Direct Mail
Posted by lingodan on January 28th, 2010
Can you believe the hype with regards to the superiority of email marketing over mail shots? After all, if it was that good, wouldn’t everybody be doing it.? There is plenty of readily available research out there as to the relative merits of the two systems. It tends to show that the main advantages of email marketing can be listed under three main headings: • Higher response rates,
• Quicker procedures,
• Lower costs. Whilst this may seem like a sales pitch from a market stallholder, the evidence supports it. The average response rate for an email marketing campaign comes in at around 7% which is significantly higher than that of direct mail. Compared to mail shots, email campaigns take on average a third of the time to create, response time drops from three to six weeks to around three days or so and there is a 90% drop in the cycle time from creation to response. And then there are the costs. The one higher cost that email marketing is heir to is list rental, email addresses costing probably three times that of those for postal addresses. But from then on the benefits are all one way. Some costs are not even in the picture for email campaigns. For instance, postage can crippling and the larger the list, the higher the cost. And the same goes for printing. Whilst there is no stuffing of envelopes for electronic mail, there is an equivalent in the email world, that of actually sending them, but here the costs are considerably less. There are many variables in email campaigns which make a precise comparison between the two systems unlikely. One startling statistic is that if you use an in-house email address list, thereby eliminating the major cost in email marketing, the outlay for each address is around 1% of that of mail shot. But savings across the board are there regardless of these variables It can be seen that the greater the number of emails sent the higher the savings but that does not mean you need to be up in the tens of thousands to benefit from email marketing. Even with a relatively modest list the advantages are overwhelming. Why not give it a try?
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