Web and email marketing are certainly vital in today’s market. But one should be very cautious of stopping direct mail campaigns, or even worse, fail to employ direct mail at all.
Web and email marketing are a fantastic method to augment the efforts of any small business but the key is augment.
I have discovered through years of researching marketing methods that a mailed newsletter to existing clients is vital to sales and income. Sure, I will use the same newsletter for emails and blogging, but anything truly worth saying is worth publishing in a hard copy newsletter—the sales always prove it. Just recently I had a client who had canceled their weekly newsletter mailing in favor of an email campaign re-institute the direct mail newsletter. The costs were outweighed by the gains.
And it’s not just newsletters, RESPONSE! would be in hot water without its regular postcard mailings to target small businesses such as yourself. Although our web marketing has produced high ROI (Return On Investment), figures that far outweigh the time or money invested, our lifeblood for new leads and sales is definitely postcard mailings.
Recently, Wall Street Journal reported on small businesses who experienced significant loss in sales after canceling their direct mail campaigns, a situation quickly rectified by putting their campaigns back in place. Read the article Firms Hold Fast to Snail Mail Marketing