Direct mail advertising is a favourite of marketing agencies and brand consultants because it allows them to make personal contact with a pre-screened audience. Online email advertising has many benefits:
Benefits for the marketing department
Easy to produce
A SEO campaign can take weeks to start producing results. PPC advertising requires keyword research and continuous campaign management. On the other hand, all that you need for a direct advertising campaign is one or several targeted mailing lists, your advertising email and a bulk mailing service to send it. Designing an email or physical advertising letter is not much different from creating a brochure, and unlike online ads or traditional advertising you don't need to know flash or video production to be able to launch a direct mailing campaign. Many direct mail solutions offer professional designed templates perfectly suited to marketing for small business. Highly targeted
Every email address on your mailing list should be there because they actively shown an interest on your product or services. Often you will have other information about them, and can split your mailing lists based on age, gender or geographic location. This means you can change your advertising email design to suit exactly your audience, and increase the conversion rates. If you gathered your direct mailing lists yourself, or bought them from a reputable direct mail agency, it's highly likely that your email will be opened and read. Highly likely to get a response
With direct mail your potential clients can reply to you easily, increasing the chances that they will convert. One of the problems of traditional advertising is ad blindness, when your audience just doesn't see your ads. With direct mail advertising they receive the offers they are interested in, right on their inbox, and can be on your website with a single click.
Benefits for small business
Direct mailer services are often inexpensively priced, especially when compared with print advertising or the costs required to launch a successful PPC campaign with the same results. Direct mail costs are also easy to calculate, since most direct mail houses will offer a final price before the mailing is sent. Less competition
Instead of having your ads competing with your competitor's on the same website, with direct mailing you know you have the full and undivided attention of your customer. It's also much more difficult for your competition to know what your marketing strategy is, or who are your targeting, reducing the chances that they will try to steal your prospects.