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Paul Thordsen
Publisher

Determining whether Direct E-Mail Marketing or Direct Mail Marketing is best for your marketing strategy largely depends on your business model. But in today's world, a combination of both is almost a requirement to improve marketing return on investment.

More New Customers And Clients

How can you bring in more customers to your business than you're getting now? The answer for many businesses is direct mail. Direct mail puts your message right in front of your prospect in their own home or business. When you send the right mailing to the right list at the right time, your direct mail is a cost efficient and easy way to get customer attention and sales.

One Of The Most Powerful Marketing Tools Available

Email marketing is one of the most powerful marketing tools available to businesses of all types and sizes. No matter how you define success, you can achieve outstanding results with email marketing while investing only a small amount of time and an even smaller amount of money. Experts and small businesses agree: "54% of small businesses surveyed rated e-mail as the top online promotion to drive site visitors and customers to their web sites and storefronts.'

Sincerely,

Paul Thordsen

1. Reminders
   In the fast paced world that we live in it is hard enough to remember what we ate for dinner last night let alone when our last dentist appointment was. That is where your direct mail piece comes in. A reminder could be anything from a postcard reminding the customer when they are due for an oil change or a suggestion to repeat the purchase of a birthday cake for their Aunt Tilley.
   
   As long as the service or product is something that needs to be repeated or gets used up, this method will work for your business. In addition to a response the customer will be happy that they were provided with such individual attention.
   
   
2. Promotions
   Everyone loves to save money. So what better way to grab attention than by offering an opportunity to spare a little green? Sending a postcard with a chance to win a new product or offering $15 off a purchase of $60 or more, will inform new and existing customers about what you have to offer.
   
   Be sure to set an expiration date and make it prominent on the mailing so customers will rush to save money now, before the promotion is over.
   
   
3. Start a Catalog
   By sending out a listing of all the services or products you provide you are able to educate the consumer on what your business has to offer. This type of direct mail can also give an individual the opportunity to buy your product or service through mail order.
   
   Be sure to include your telephone number and your web address as an alternate way to order your products. By mailing out a catalog of services and/or products you are notifying the public of your business and giving them the opportunity to purchase your products if visiting your store is not an option.
   
   If creating and mailing a print catalog is out of your budget, put the catalog on a website, then send out an inexpensive postcard to customers and prospects pointing them to the catalog on the web.
   
   
4. Notification
   Notification of New Products or Services. When your business decides to offer a new service or handle a new product it is an exciting time. Why not share the excitement with your customers?
   
   Sending a postcard notification that you now lay retaining walls along with the usual landscaping or that a computer program you offer has just been updated allows the consumer to utilize the new service or product. Perhaps one of your customers were looking into retaining walls but knew that you did not offer that service. Now that they see the company they trusts offers the service they need the decision is easy. People like to be kept informed.
   
   
5. Start a Newsletter
   The best way to keep your customers informed is by a newsletter. In your newsletter you may want to include articles that have to do with your business, special offers for newsletter readers, announcements about new products or services, or possibly stories about your staff.
   
   Pick a schedule for the newsletter (monthly works well for many businesses) and stick to it. When customers and prospects see your newsletter on a regular basis they'll start to remember you and your company as an authority and a reliable source for the products and services you sell.

1. It's Inexpensive
   Email marketing is an affordable way to stretch a tight marketing budget and whose isn't these days? Unlike direct mail, there is virtually no production, materials or postage expense. In addition, there are self-service solutions available that let you eliminate agency creative costs as well.
   
   Email marketing is 20 times more cost effective than direct mail, and can cost as little as fractions of a penny per email.
   
   
2. It's Effective
   Email marketing enables you to proactively communicate with your existing customers and prospects instead of passively waiting for them to return to your Web site or storefront. You can easily target your emails by source, interest, or list. Overall, email communications sent to your prospect and customer lists, can single-handedly improve the ROI of all of your lead generation and customer retention programs.
   
   
3. It's Immediate
   Email marketing has two great advantages over other marketing vehicles. First, with the self-service tools available, anyone can create and send compelling email newsletters, promotions, announcements or more in hours or days.
   
   No agency or production time is required to create and send professional communications. Second, email marketing generates an immediate response. The call to action is clear "Click here to take advantage of this offer", or "to learn more about this service ", or to "attend this event". Initial campaign response generally occurs within 48 hours of the time the email campaign is sent.
   
   
4. It's Measurable
   Unlike other marketing vehicles, results from email campaigns are easily measured. Results are reported in terms of "opens", which report how many people saw your offer or newsletters, Click Through Rates (CTRs), which measure how many people actually clicked on the links in your email, and in a many cases, who actually clicked on those links.
   
   
5. It's Easy
   There are Web-based email marketing products for small and medium businesses. Most include professional HTML templates, list segmentation and targeting capabilities, as well as, automatic tracking and reporting. So, you are free to concentrate on your unique message while the rest is done for you.

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