Originally Posted by HebIns
Hello all. New to the forum.
I was curious what your thoughts were on direct mail vs email marketing?
My boss has put me on a project to find targeted email lists for commercial and life/Medicare suppl and also a company that can send the campaign for us, as we'd prefer not to do it ourselves.
We're licensed in 11 states but would start off in Texas, and just wanted your opinion about success rate. From my research it appears email marketing can be daunting and a hassle, and direct mail could produce around a 4% response rate.
I'd assume email is much smaller? Am I completely off base here? Thanks.
I did not have time to read all the responses so someone else may have already touched on this.
As someone who does both, my first question is why are you looking to choose?
DM can be very cost-effective to blanket areas. You can use the EDDM service to blanket routes and have two calls to action (call or check out website). On your website, use a good call to action (free report/book/etc) to capture their email address so you can continue your marketing to them.
I find that most of my clients' DM response rates run in the 1-2% range on direct calls, but we can also usually pick up another 2-3% response to the website for those that are nervous about calling right off the bat.
If you are running paid traffic from Google or other PPC provider to your site, DM using EDDM to blanket can actually be a MORE effective method than PPC traffic unless you are using very specific keywords (long tail) because most generic keywords are high competition, equating to high per-click costs.
You can send DM using EDDM for around 30 to 40 cents per door, printing and postage included, if you do all the work yourself (send it to a printer though unless you have a good printer with a low per-piece cost). You can further reduce your per-piece cost by partnering with other businesses, but expect your response rate to dip slightly if you do.
The trick with either is to have a good, measurable call to action. And measure every aspect of it. Measure the call-ins by using a coupon of some sort (for something free if possible) or use a separate phone number just for response from the piece. Measure website clicks by using a new domain operating as a redirect or a custom landing page for that mail piece only.
If there is a way to track it, you want to track it. This is the only way to gauge your effectiveness. It will also allow you to see what types of calls to action work over the long term the best so you can work with your piece until you get everything perfect for highest conversions. Just don't change things too much at once or you will not be able to accurately gauge which changes work. you also want to make sure your piece is working for your branding because that will increase conversions over time.