Ascot Group’s Sophie Priest

ASG Marketing’s Sophie Priest discusses the current marketing debate: direct mail or email broadcasting?

What is a more effective way to attract new customers and showcase your products and services – direct mail or email marketing?

Direct mail is the original, tried and trusted marketing tool to create leads. Then along came email marketing, the low-cost way of engaging with potential customers quickly and effectively.

Email broadcasting continues to grow in popularity, but interestingly as more companies switch to the newer technology, the response rate from direct mail is increasing – with less mail in the post, you’re more likely to spend time reading it.

So which is more effective? Here at ASG, when customers ask us this question we don’t mind getting splinters by sitting on the fence.

Email marketing is a low-cost and highly effective way of engaging with a large number of people in a way that embraces modern technology. It’s high-impact and can incorporate links and visuals in a way that direct mail can’t.

But direct mail is a powerful and valuable way of winning new business thanks to its highly personalised nature, exclusivity, and the fact that is stays around and can be passed from person to person.

So despite the fact that email marketing has nudged ahead in popularity, and the experts are saying that direct mail is poised to make a comeback, their vying for popularity is actually not that relevant. We always recommend that businesses implement a synchronized email and direct mail campaign as this is the most effective way of portraying your message and reaching as many potential customers as possible, both offline and online.

As North Somerset’s largest full-service marketing agency we provide a comprehensive direct marketing service and boast an in-house printing and mailing room. We also have our own bespoke email marketing software that allows us to integrate an email campaign in which our technology inbox tests and spam scores the campaign.

If you’d like to find out more about any of our services please visit: http://www.asgmarketing.co.uk/index.htm or call 01934 428777