Email or Direct Mail: Which is junk mail?
At a recent training course I was running, I scheduled the start time for 9.30am. This was to give delegates time to answer their work emails between 9.00am and 9.30am. This was in response to feedback that I had received on a previous course. The drawback of being out of the office for a day is the number of emails waiting once one returns, which can be daunting. Like a pile of ironing, if your leave it too long, it can be daunting to wade through.
We have to question, what percentage of the emails which we receive do we actually want and need? Teaching email marketing, I am well aware of the laws of permission marketing and the need to get a recipient’s opt in agreement. If that is the case, why do we spend so much time deleting emails? Is my mailbox just simply a repository of junk mail?
For years, direct mail has been seen as the devil. All of those leaflets and cards that used to clutter up my doormat first thing in the morning, trying to sell me products and services that I did not need. As for the return on investment, the scattergun approach has always been poor. However recently, much like the web-based ads presented to me, the direct mail I have been receiving has been both of interest to me, and more relevant to my wants and needs. Therefore would it be right to assume that market segmentation techniques have become more sophisticated?
Analysing the emails and direct mail that I receive, I can conclude that I receive a greater percentage of junk mail via email than I do through the post. In my own marketing I am now considering using sophisticated, targeted, direct mail marketing techniques to communicate my messages and offers to potential customers. Yes, direct mail is truly back as part of my integrated marketing communications mix. Is my perception of email marketing the same as yours? And could it be the same as your customers? Should you be considering email marketing alongside direct mail marketing? Do you use the most appropriate market segmentation techniques to ensure that you are not sending junk mail to your customers, whether through the post or via email? These are all important questions you should be considering in your multi channel marketing campaigns.