There has been a lot of speculation lately about which form of marketing is most effective. For years, some have been championing e-mail marketing as the new frontier of marketing to consumers. While it does have its advantages- low initial cost, ability to instantly respond, ability to track opens, responses and more- it also has an abysmally low response ratio. While it may be cheap and quick to send 40,000 people an e-mail from a list, only a couple hundred may ever see it due to spam filters, and even fewer will open or read the e-mail once they realize it’s spam.
Direct mail marketing is often seen as outdated or old technology in comparison to e-mail marketing. Ironically, this flood of businesses to e-mail and online marketing has made direct mail an even better investment. With everyone trying out e-mail marketing, there are fewer direct mailers in consumer’s mailboxes every day. The historically higher ROI of a direct mail campaign is even higher now that much of the competition has left.
So what is the best method of marketing today?