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Direct mail approach Vs. Email Approach

by Andy Lemos
20 replies
Hello warriors

Just wanted to start a small discussion on offline marketing.

What are some ups and downs in both Direct mail and email approach in contacting offline clients?

Look forward for some cool responses
#approach #direct #email #mail
  • Profile picture of the author netmatrix
    Are you contacting clients only in your immediate area or across the country?

    Direct Mail is obviously more cost restrictive but my preferred method of contacting local clients.
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    • Profile picture of the author kebertt
      Direct mail can be more costly, but if implemented correctly significant profits can be made. It should take some testing and tweaking to get the results you are striving for though.

      Email marketing is another great method of advertising, but the response rate is relatively low in comparison to other forms of direct marketing. It's inexpensive and if you can create or obtain a quality list that pertains to your target market you could have a great way to generate leads and revenue.

      Some argue that email marketing doesn't generate quality leads, but the reality is that if done correctly it can be one of the strongest method you use.
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    • Profile picture of the author Andy Lemos
      Originally Posted by netmatrix View Post

      Are you contacting clients only in your immediate area or across the country?

      Direct Mail is obviously more cost restrictive but my preferred method of contacting local clients.

      Direct Mail I have seen some benefits from it thus far. It those pay off if you do it correctly overall.
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  • Profile picture of the author Kilterman
    Direct Mail in my experience has always out performed email marketing in real life business situations. Now online electronics wholesalers? Email all day . The perfect question was asked already, what are you selling?
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    • Profile picture of the author MarkJez
      I have found the most effective approach, by far, is to phone up the prospect and tell them that you will be sending them a letter in the post, and you need to check the spelling of their name (or get their name in the first place!) Don't try to sell them anything at this point - all you are doing is telling them to expect your letter in a couple of days time.

      Some will ask "what is it all about" and then you have permission to talk about your services.

      Send them your letter, and then a couple of days later re-contact them by phone and check if they received your letter, and did they read it? and understand how the ideas could massively increase their business profits etc.

      Let the letter be your "silent salesperson". If the biz owner has been too busy to read it, then tell them that you will call back when they have read it - ask them when would be a good time.

      (If you are on a very tight budget, then you can still use this approach - but use email instead of snail mail.)

      This approach is a very powerful alternative to cold-calling, and providing the sales copy is compelling, can generate a lot of appointments for you.

      Cold calling can also work well, but my main bug-bear with it, is that actually speaking to the decision-maker can be a tough nut to crack. When you do get through to them, all too often they are too busy (and too stressed) to be able to have an open mind and agree to meet up with you. (Some biz owners routinely say "no" to a cold -caller, not so much because they are not interested, but because they get inundated with cold calls all day long, and tarnish us with the same brush .)

      By phoning them beforehand, it takes a lot of the pressure off, and the biz owner can read your letter when they have a few minutes to relax and focus 100% on what you are offering - perhaps during their lunch-break or when they are at home - away from the distractions and stresses of their work situation.

      If you have never tried this method - give it a go - I don't think you will be disappointed!!

      If you normally just cold call, run this method alongside it (with a different batch of prospects) as a test, and see what gives you the best response - you may be surprised!

      Best regards

      Mark J.
      UK
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      • Profile picture of the author steelhead
        MarkJez,
        That is an excellent process. Certainly better than running the raw list alone. So many times lists are not accurate with the name of the real person you want to talk with.

        I once had a list broker call me with an offer to give 500 names free to test in my local area. I gave the broker a profile of my ideal client.

        Naturally, I expected the broker to then give me a sample of 500 and had a high probability that some of my clients would appear there. And they did when I checked the 500 sample. Unfortunately, the list had many bogus names, although my client companies were correct.

        Since I am on a first name basis with my clients, I know who is an employee there and who is not. That list broker did not get my business.

        But it is instructive for marketing outside your local area. Vet the list with your phone calling method to set yourself up for success.

        Steely Steve
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    • Profile picture of the author Andy Lemos
      Originally Posted by Kilterman View Post

      Direct Mail in my experience has always out performed email marketing in real life business situations. Now online electronics wholesalers? Email all day . The perfect question was asked already, what are you selling?

      The good thing with direct mail marketing is that the business owner that receives it will feel as the approach is one of kind. With email there so many spammers that owner might just ignore or delete your email!
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  • Profile picture of the author opalfx
    i love emails. i am a writer so i can easily write some cool templates to email. direct mail can be great but it's an even bigger numbers game. too much money spent on weird envelopes and tactics. subject lines are so much easier to figure out.
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    • Profile picture of the author Andy Lemos
      Originally Posted by opalfx View Post

      i love emails. i am a writer so i can easily write some cool templates to email. direct mail can be great but it's an even bigger numbers game. too much money spent on weird envelopes and tactics. subject lines are so much easier to figure out.
      Both have ups and downs.

      Email response rate can be a lower then direct mail but you save more money and paper overall. But at times you need to contact high number in order for you to get the results you desire.
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  • Profile picture of the author SashaLee
    Hi there,

    Can you give us a little more detail on what it is you are trying to promote?

    All the best,

    Sasha,.
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  • Profile picture of the author Cobaki
    It depends whether you are only reaching local prospects or your target is wider. Emails are more cost-efficient if your targeted market is from different locations. Your response rate is higher when using direct mailing but the cost is higher and is more effective for local recipients.
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    • Profile picture of the author cgt2012
      I am considering direct mail for B2B. I've done plenty of direct mail for B2C and it worked great for verticals like; debt settlement, credit repair, auto warranty, home security ec.....

      My problem is that I've asked my contact on the B2B side and he does not do it and wouldn't know where to start with the data. If someone could recommend a warrior with a high reputation for direct mail please PM me. Thanks
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  • Profile picture of the author clg21
    Hey,

    It depends on what the topic is. If it is not that serious, it is possible that you can talk to them through email. However, if it is very important and personal, you can talk to them personally. Email and talking to them in person is very different because even the tone of your voice can change the situation.
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  • Profile picture of the author laird
    When prospecting (no prior contact with recipient): Direct Mail and then a follow-up by phone.

    With existing customers: Email, snail mail or phone (depending on how THEY prefer to be contacted and the service I'm cross-selling to them).

    Email, while low-cost for the sender, can hit spam filters, be auto mis-labeled as spam or deleted by the recipient based on the subject line alone...and after all that, if you're lucky, you've emailed the right person. Heh.
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    • Profile picture of the author ewenmack
      Originally Posted by laird View Post

      When prospecting (no prior contact with recipient): Direct Mail and then a follow-up by phone.
      Just as well I didn't follow that advice as I landed 2 luxury hotels, 2 bars and a cinema as clients last week from cold email.

      They hadn't heard of my company before
      No referral
      100% email

      Landed a hotel today...same cold email again.

      Best,
      Ewen
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      • Profile picture of the author laird
        Originally Posted by ewenmack View Post

        Just as well I didn't follow that advice as I landed 2 luxury hotels, 2 bars and a cinema as clients last week from cold email.

        They hadn't heard of my company before
        No referral
        100% email

        Landed a hotel today...same cold email again.

        Best,
        Ewen
        There are always exceptions. I do both Direct Mail and Email prospecting and I find my DM results pull significantly better than my emails. YMMV. Do I land clients via email? Yup. Do I land clients via DM? Yup.
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        • Profile picture of the author MichaelWinicki
          It shouldn't be a "one vs. the other" approach.

          Both have merit and both can work.

          The trick is figuring out the nuances that will make each successful for your product or service.
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          • Profile picture of the author Andy Lemos
            Originally Posted by MichaelWinicki View Post

            It shouldn't be a "one vs. the other" approach.

            Both have merit and both can work.

            The trick is figuring out the nuances that will make each successful for your product or service.
            Well overall it's just a cool concept to differentiate both and identify it's pro's and cons.
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            • Profile picture of the author MichaelWinicki
              Originally Posted by Andy Lemos View Post

              Well overall it's just a cool concept to differentiate both and identify it's pro's and cons.
              I agree it's cool to differentiate.

              You have the obvious pro's and con's like one costs a lot more than the other while one has a better open rate than the other, but depending upon what you're marketing, what the profit margin is, if you're dealing with a targeted list (or not), what you backend is...

              That can move the "slider" from one side to the other making a pro not so much of a pro and a con not so much of a con.
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        • Profile picture of the author Andy Lemos
          Originally Posted by laird View Post

          There are always exceptions. I do both Direct Mail and Email prospecting and I find my DM results pull significantly better than my emails. YMMV. Do I land clients via email? Yup. Do I land clients via DM? Yup.

          Both are beneficial. Direct mail brings you good result as it stands out and email is effective as long with a good subject line!!
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