Email and Direct Mail Marketing
Direct marketing enables you to appeal to the specific interest of buyers in specialized markets more effectively than possible when addressing your entire audience — the same way a successful salesperson tailors each phone call, sales call and email to the mindset of each prospect.Direct marketing to narrow industry segments mostly takes the form of emailings and direct mailings, both of which typically incur a higher cost per impression than general industrial marketing. The success and cost of emailing to narrow industry segments largely depends on the list. If you need to pay a list provider to rent and blast your message, the price per impression is relatively high. If you have compiled email addresses by market segment, the cost is low. Although the cost of compiling and maintaining a list is high, it is cost effective if amortized over a sufficient number of mailings. It is |
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therefore critical to factor the advantages of emailing to a compiled list against those of a rented list, which will almost always blanket any given industrial segment more fully than a user-complied list. We can recommend the most efficient emailing approach(es) according to your unique circumstance.
The printing, postage, list rental and handling cost of direct mailings is almost always higher than that of emailings, but the impact can be far greater, with the greatest overall response generated by direct mailing and emailing simultaneously. Due to fixed set-up costs, printing small quantities of direct mail pieces for narrow audiences was high per piece, but new electronic reproduction methods allow economical printing in small quantities, and better still, allow extensive customization of each printed piece both within the text and the artwork. Now your direct mail can speak to each industrial prospect with an individual message, in the same way as that aforementioned salesperson. |
We can combine these new emailing and direct mailing technologies with |
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