Lately I have been signing up for a lot of e-mail subscriptions. I think e-mail marketing is just brilliant. It is a win-win situation for both the business and the consumer. The business gets to promote itself, and advertise and it’s relatively cheap. The consumer on the other hand is offered great deals and has the ability to stop the e-mails at any time by unsubscribing. The below I made below pretty much shows that E-mail beats out traditional mail almost every time. I do think that direct mail has its advantages at times, such as the fact that you can personalize and I personally really enjoy getting mail, even if it’s just an advertisement.
|Cost||Cost of paper, ink, stamps, variable cost||Cheap, fixed cost|
|Speed||Days, Weeks, Months||Almost instantaneous|
|Dependability||Potential to be lost||Very dependable|
|Ease||A lot of work (paperwork, printing, sending)||Very simple (a few clicks)|
|Environmental Concerns||The more printed, the more paper used||No paper necessary for unlimited amount of advertisements|
|Required of Consumer||Name, home address, postal code||E-mail address|
|Privacy for Consumer||Some personal information may be needed||Not very much personal information is needed|
|Ease of Opting-Out||May require a letter, or a phone call||Only a few clicks are necessary|
|Proof of promotions||Physical coupons may be lost||Virtual coupons are saved in inbox, and can be reprinted|
|Personalization||Possible, since letters are being sent separately||More difficult since it would mean each e-mail would be sent separately|
|Feedback||Difficult, consumers will have to put effort into putting feedback||Easy, consumers can add feedback almost instantaneously|
I do like traditional mail sometimes because you can do things like paper pop-ups (although I suppose you could do a pop-up in an e-mail as well…. though that is usually not a good sign). I think a balanced mix of the two is the more effective than just choosing one or the other. I guess this is where the statisticians and analysts come in and decide exactly how much of each to produce.