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(continued from page 26)
saved and considered at leisure)
• 30.2 percent found mail to be less
high pressure (let them consider their
decision)
• 22.7 percent found mail to be more
descriptive (easier to picture the offer)
• 12 percent found mail to be more
persuasive
Other differences include:
• Email can be designated by the
intended recipient as spam and blocked
from the inbox. A direct mail piece does
get into the mail box. And because it is
tangible, some part of the mail piece will
be seen, even if it is quickly discarded.
• Mail that arrives regularly may be
more welcome than email. Prospects
unsubscribe from email faster than they
request to be removed from mailing lists.
• If someone turns in change-of-address
orders to the USPS, that information is
made available to mailers. Email service
providers do not provide similar update
services for email addresses.
• Prospects may be skeptical of email
messages. By contrast, mail is a familiar
medium whose contents are likely to be
seen as reliable.
When dealing with a customer or prospect that has been having success with
email marketing, it may help to explain
that the best response rates are the result
of integrating direct mail with other marketing channels. Using email and direct
mail together produces the greatest overall impact because the direct mail piece
can drive traffic to a website, and email
reminders of an offer or an impending
deadline for action can extend the life of
a direct mail piece. ◗◗
Nancy DeDiemar is a former chairman
of NAQP and Printer of the Year. She is the
co-publisher of Printips (MyPRINTResource.
com/10206473), a newsletter subscription
service for printers. Contact her at Nancy91762@gmail.com.
w w w. M y P R I N T R e s o u r c e . c o m