"What is better for companies, direct mail, or electronic?"
I feel there are benefits to using electronic and direct mail. Electronic mail allows companies to contact a large group of people at a relatively cheap cost. It also allows you to access information and change information in a matter of minutes, compared to direct mail. Technology is of the present and email is a popular way to keep in touch and to keep updated. Kids now a days have email accounts to keep in touch instead of sending letters via Postal Mail. But a downside to electronic mail is that customers can instantly delete it without reading it and without giving it a second thought. Another downside is that emails can get annoying; spam and fraudulent emails filling up your inbox can take away from the important messages.
Direct mail gives a sense of personalization though. Receiving postcards in the mail addressed specifically to the customer can make the customer feel important and appreciated. Yes, envelopes, postcards, and postage stamps can be expensive but it can also leave a lasting impression on the recipient. I can say from experience that I will be more willing to do business with a company if I receive a letter in the mail alerting me of promotions, sales, or new arriving items. Also, direct mail has to be handled before it is thrown away. Someone will always have to look at the letter before throwing it in the trash; and those brief seconds of handling the mail can sway the customer one way or another. Direct mail will always be around and people will continue to use it. But direct mail has a couple downsides in the sense that it can be expensive and time consuming. The technology of electronic mail is ever changing and will have an effect on direct mail. But like I stated already, most people will have an apartment or home and attached to that is a mailing address; postal mail is never going away.
I don’t feel that electronic mail is better than direct mail and vice versa. Both have advantages and downsides to what they do for a company and a customer. I think companies should use both systems; alert someone in emails of sales and promotions while mailing customers to let them know of their importance to the company. If companies can find a balance in both mailing systems, I think it would be extremely helpful.
Sunday, March 7, 2010
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