Is Mailing Outdated?
It is recognized - not unjustly - that emails have won the bigger share of direct mailing from physical mails. Naturally, the advantages of Internet over physical communication are obvious and very strong. However, how fair is it to put an end to simple old-fashioned way - sending out mails by post?
There are a number of reasons for companies to still consider using this way of communication:
- The numerous spam messages that people receive over email has made them very cautious about the time they spend reading (or even opening) the messages that come unsolicited. Unlike emails, people still like receiving physical mails. Most of the mails have the chance to be open - the rest is for the sender to make them read mails to the end - and, naturally, act upon reading. This probably depends also on the country - my statement is valid for Russia, but not sure about, say, the U.S. (there are 100 commercial mails per month sent in Russia, versus 20 mails per day in the USA)
- With physical mail you have a chance to write more. A long but well written mail means you have something to say, while the most perfectly composed commercial email which is too long - will most probably not be read to the end.
- You have more tools to make your mail stand out: with emails you have a chance to appeal to 1 or 2 feelings out of 5 (hearing and sight), while with physical mails people can touch, smell or even taste. Pictures, enclosures, attached samples make their work on calling the readers to action soonest
- You can play with the quality of the paper, thus communicating the image of the quality of the actual product/service that is in the offer
- Physical mail is not necessarily about the paper and the text. You can send out catalogues, samples, souvenirs, books, toys etc.
You just have to be as creative and targeted as you possibly can. You can turn this old-fashioned way into something really innovative and fun for your audience…