Has your company harnessed the power of a targeted email marketing campaign yet?
Or are you more like the protagonist in this funny cartoon from our friends at HubSpot? (This pic definitely gave me a chuckle.)
While direct mail can still be effective in some industries when done the right way, many small businesses are spinning their wheels by still relying on the curbside mailbox for leads.
Below I’ll detail some of the key differences for why it may be time for a switch to an email marketing campaign.
Looking to get started with generating more qualified leads from an email marketing campaign? Contact IMPACT and we’ll get you started!
Email Marketing vs. Direct Mail
It seems that changes in technology have also yielded changes in the way that we digest information. For instance, caller ID and no-call directories have enabled all of us to pretty much render cold calling useless.
TiVo has allowed us to digitally record our favorite shows and watch them only minutes later, enabling us to fast forward and skip commercials. Awesome, right?
So how about your direct mail offers? Well, the good news is they’re still reaching the intended mailboxes, the only problem now is, with such dwindled tolerance for unwanted advertisements, people are much more inclined to throw your offer right in the garbage rather than read it.
The other downside to direct mail is it is much harder to track and measure. Did anyone actually open the envelope? Did the reader take any action? Did the reader at least visit your website, but then decide they weren’t interested?
Each of these scenarios would be helpful to know in order to strengthen your marketing campaign. The problem is, direct mail simply cannot offer these metrics as easily and efficiently as email marketing does.
Why Email Marketing is King
Email marketing offers a more measurable experience when it comes to sending offers out to prospects.
By having the right metrics, including traffic growth and lead volume, you’ll have a much better idea of which methods are working and which ones may need more work. Emails are also much cheaper to send, as you’re not using any disposable materials throughout the process.
Direct mail is more of a blindfolded approach, as you’re not sure whose opening the offers or at least visiting your website upon receiving the offer.
For a more measurable experience, email marketing is certainly part of the wave of the future. So start designing your email marketing template today and start reaching and generating more qualified leads.
Interested in creating and implementing a strong email marketing template and campaign? Give us a call at IMPACT and learn how we can help!