Email marketing or postal mail: Convenience and reality

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From large companies to small online entrepreneurs, they must make a decision: use traditional postal mail or do email marketing. Where should they base the decision?

With the rise of electronic media, big brands and companies are competing to conquer online spaces that a few years ago were considered small. Small online entrepreneurs, tempted by low costs and the quick measurement of results, have put great efforts into creating email marketing campaigns to reach different market niches.

On the one hand, the use of this digital marketing tool has an unbeatable advantage for small entrepreneurs and that is that, based on low costs, they have the opportunity to reach previously unimaginable market niches and compete on equal terms in that area with companies with large budgets.

But there is an undeniable reality. Email marketing and digital all contact number list with name means of sending content do not enjoy the same trust as traditional postal mail.

"Consumers don't trust new media as much as they do traditional mail when it comes to personal information. They feel more secure with direct mail because they can touch it, open it privately and save it more easily," explained Epsilon vice president of product marketing Warren Storey.

The large amount of content that "travels" through the network makes it very difficult for the consumer to detect which of these offers is convenient and which is a mere scam. When in doubt, they decide not to buy or not to take the action requested in the offer received.

But there is an even more relevant and transcendent reality that must influence the decision to invest in traditional postal marketing, despite its higher cost compared to email marketing.

The main reason for the convenience of traditional email marketing is that email has a very short shelf life. One email goes into the same box, then dozens, then when there is a series of emails accumulated, a selection system is put in place and if the filter is not passed, the email goes straight to the trash, even without being opened.

Traditional mail, on the other hand, is much more formal and is unlikely to be sent to the trash. The fundamental factor is its tangibility, and that reason alone makes the percentage of openings and readings much higher and its effectiveness greater. And it also has a much longer lifespan since, precisely, it is tangible and can be saved and consulted again in the future after being opened. Something that rarely, very rarely happens with an email.

These are just some of the data to consider when deciding where to allocate resources and investment in marketing. The cost is much lower in email marketing and the effectiveness of traditional mail.

It is a matter of choice, but you must remember that the future of a business depends on these types of decisions.