Which Is More Effective For Marketing, Email or Direct Mail?

Depending on how long you’ve been in business, you may have started marketing with direct mail and eventually moved to marketing with email, but which one is better for your business? 

Marketing is a science and involves scientific studies to determine the best methods to market goods and services based on things like psychology and economics. 

Successful marketing begins with research and then business planning and then executing the plan to reach the greatest number of people. 

Which is more effective for marketing, email or direct mail? Keep reading to learn the answer to this question and why it might be best to use both email marketing and direct mail marketing to meet your marketing goals.

The Benefits of Using Email 

Email is a great tool to use in marketing campaigns for small and large corporations, non-profit groups, and the like. Let’s look at some of the benefits you receive while using email for marketing. 

Quick and Easy, Few Resources 

You can create colorful, unique, and eye-catching emails using current technology very easily. There are customizable templates to use with your branding and it’s easy to make changes. 

Automation allows you to send emails at the perfect moment. If one of your subscribers views one of your products or has a birthday, it will trigger the email campaign to automatically send out an email. 

High Return on Investment (ROI)

The ROI for email marketing is five times higher than direct mail. Email marketing brings in $32 for every dollar spent on marketing. If your company doesn’t have the budget to put out a direct mail campaign, but you have the time to put into an email campaign, go with that to get the most bang for your buck. 

Personalization 

You can send emails that pertain directly to the recipient based on their buying or browsing history. Personalizing emails allows you to send the most relevant information based on the specific demographics that you are trying to reach. 

Direct Mail: Pros and Cons 

Direct mail is still alive and still a good marketing tool. Let’s look at the pros and cons. 

Target Market 

You can send out your direct mail flyers to a select group that’s shown some interest in your product increasing your chance of selling your product. 

Detailed Information

Sending out a piece of direct mail gives you the opportunity to include a lot of detailed information. After all, you have an 8×11 sheet of paper and can fill the front and back. 

Costly

Gathering your list, producing the mailer, and paying for the delivery adds up. Do a cost analysis to see what your return on investment would be before using this method. 

Email or Direct Mail? 

When analyzing your marketing strategy, remember that a mix of email and direct mail is the best plan if it makes sense for you and your clients. Direct mail is making a comeback because clients are overloaded with online marketing these days. 

If you need assistance with your brand management, online and social media marketing or direct mail marketing, graphic design, or website maintenance, our team at CommCore Marketing is here for you. 
Contact us
 today. 

Marketing in Times of Uncertainty: Tips From the Front Lines

The IMF’s World Economic Outlook report for April 2020 indicates we’re heading into an economic crisis like no other. These are uncertain times and any business that plans to survive will need to work hard, and smart, to differentiate themselves and get people to open their wallets.

News Fatigue and What That Means For You

News fatigue is a real phenomenon, and it’s something that affects almost everyone. Even if you’re a marketer in your day job, you still buy products, watch the news, and talk to people. Are you sick of hearing about certain world events? If so, your customers are too! Swiss communications company Mitto surveyed 7,000 consumers and found that 41% of them wanted brands to talk about something other than the coronavirus. Many consumers are watching less news and focusing more on upbeat entertainment. As a marketer, if you’ve traditionally followed the newsworthy topics of the day, it’s time to switch things up and be more upbeat.

Finding a New, Stronger Message

We’re entering a period of global economic uncertainty and that’s scary for brands and for their prospective customers too. Make your brand stand out by offering uplifting, inspirational and entertaining content.

This isn’t the first economic downturn we’ve suffered recently. Many people working in marketing today were around in the years surrounding the 2008 housing collapse. The lessons that marketers learned then were clear:

Traditional Marketing Segments Don’t Apply

Forget the customer types you learned about in marketing classes. In tough times customers fall into other categories – those who are feeling the recession (and can’t spend), those who are waiting it out (and can be persuaded to spend where necessary), and those who are well off, or are just living for today. Market to reality, not to some outdated profiles.

People Prioritize Expenses

When people’s wallets are under stress they prioritize expenses more carefully – there are essentials, justifiable treats, postponable luxuries, and expendables. If your product is in one of the “nice to have” categories, how can you move it into one of the first two?

What is Pay-Per-Click (PPC)?

PPC stands for pay-per-click. It’s a form of online advertising where advertisers pay a fee each time their ad is clicked on. This method of advertising is essentially a way to buy visits to your site rather than to generate traffic organically.

Some of the most common PPC ads show up on search engine results pages. You can probably recall Googling something and the first couple of results that show up are labeled as sponsored ads. Those are PPC ads.

You might be thinking that there’s not much point in paying for ads when you can use SEO and drive substantial traffic organically. But research shows that people click on Google ads over organic search results at a ratio of nearly 2 to 1 (WordStream Research, 2019).

Advertisers will bid on ad placement within a search engine’s sponsored links so that when someone searches a particular keyword relating to their business, that advertiser’s sponsored ad will pop up as one of the first results. The number one search engine in the world runs its own ad business to manage bids. You may have heard of it…

Google AdWords

Google Adwords runs a PPC advertising system and it has almost become an art. Adwords select “winners” of these ad bids to get the top spots on search results based not only on the highest bidder but the quality and relevance of keywords and ad campaigns.

Google Adwords determines the quality of keywords with a Quality Score. With Google, the Quality Score actually matters more than your bid, because Google is more concerned about user experience than maximizing profit. A Quality Score is calculated by the relevance of your keywords and the quality of your landing page.

Keyword Relevance

Keywords must be well-researched so that bids on ad placement are worthwhile. It’s best to create lists of keywords, and then group these keywords based on what the goal of an ad is on said keywords.

Google will look at your keyword lists and determine how relevant they are based on the content of your ads and your site. So your research has to be exhaustive. Don’t think about just the common search terms people may use relevant to your products or services, but also very specific, less searched phrases particular to your niche.

Keep in mind that more commonly search terms will be more expensive to bid on, while specific, long-tail searches will be less expensive. Don’t rule out bidding on those either. And don’t just do your keyword research once. People and searches are always changing, so your keyword lists need to be continuously refined.

Landing Page Quality

A landing page is simply the page a user ends up on after clicking your ad. This is the final step in generating a lead from a search engine, so the content of your landing page must be specifically tailored to the search query that leads the user to click on your ad.

The content of this page must have a persuasive call-to-action. Landing pages should make the user feel like it was worthwhile to click on your ad. Google takes this into account when calculating your Quality Score.

Quality Score

Keyword relevance + Landing page quality = Quality Score

Where does the monetary bid come into play?

Google takes this equation…

Quality Score x Highest Bid = Ad Rank

…and whoever gets the highest Ad Rank wins the ad auction!

PPC for You

So, now you understand a little more about how PPC ads work, and how Google determines who gets the best ad placement on search pages. Consider maximizing your web traffic by bidding on PPC ads. The keywords you choose and your landing page content are the most important factors in getting the best ad placement, even if you’re not the highest bidder!

Interested in learning if PPC ads are right for your business? Contact CommCore Marketing to talk about your marketing today.