Direct Post Marketing And Marketing By E-mail
For a long time it is already not the secret and not sensation that strategy of direct marketing, in particular direct post marketing and marketing by e-mail allows to involve clients, to make sales and transactions is most more effective, and the main thing, more economically and faster than traditional advertizing. Especially in today’s conditions of oversaturation of the market every possible advertizing messages when people are closed from any advertizing information in general.
But in what cases to apply this or that tool? It is how much expedient to apply this or that tool? By what principle to prefer one of them? And whether it is possible to replace with one another? Whether it is possible to assert today that direct post marketing is forced out by marketing by e-mail as e-mail is almost free today.
Let’s disassemble advantages and marketing lacks by e-mail and direct post marketing.
The general advantage uniting given tools are that by means of them marketing messages are delivered to potential consumers directly, passing mass advertizing, quickly reaching the necessary results at considerable economy of the marketing budget.
Now we will consider features of application of each tool on-separateness.
Let’s begin, perhaps, with marketing by e-mail. Its advantages:
1. Profitability. The main and unconditional advantage of e-mail. Marketing by e-mail costs a little and frequently is at all free. To compare to traditional advertizing simply it is not meaningful. The difference is obvious.
Now we will talk about features of marketing by e-mail which if not to consider the conclusive advantages of the given tool listed above can instantly depreciate:
1. Formation of base of electronic addresses (subscription list) of your potential consumers demands time! What does it mean? It means that all participants of your address base should give the voluntary consent to reception of messages from you. Otherwise, your messages will be perceived as SPAM and instantly to be destroyed at reception. Moreover, such approach can generate negative image round your company.
2. Not all your potential consumers use e-mail on a constant basis and in general have the electronic address. Today, unfortunately, my own statistics is relentless in this respect.
The revealed base consisted practically of the individual businessmen having “points” in the ware markets. And so 75 % of the revealed addressees simply didn’t use e-mail or used it extremely seldom, and even were such who could use it only with someone’s help (for example, the son). Yes, this fact during that moment is shocking. But, nevertheless, it is the fact. And it should be considered at a choice of marketing communications.
3. How fast it is possible to answer your message by e-mail, so quickly it can be closed, removed, or simply to ignore. Here the important role is played by your subscription base – how much it target, and also the maintenance of the letter – how much it is made competently from the point of view of marketing efficiency.
Now we pass to direct post marketing. The main advantage of this marketing communication medium with target audience is:
1. Possibility of purposeful formation of unique address base of potential clients under concrete-planned marketing action. Depending on the market on which you operate, from your target audience there are the technicians, allowing to form unique lists of potential clients.
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