Compare Direct Mail vs Email Marketing Costs
Direct Mail Marketing Services Overview
Direct mail has long been a popular method of marketing. It’s an effective, cost-efficient way to get your message to current or potential customers. Direct mail can be used to advertise new products, promote a sale, distribute coupons, target new customers or simply to spread a message.
Direct mail comes in many different forms. Send letters, brochures, post cards, greeting cards or fliers. Send mailings to every address in a certain geographic area or target certain groups of people, such as former customers or people who have recently purchased a home.
Direct mail marketing companies can walk you through the process of choosing the best type of mailing to reach your audience. They will design a piece of mail based on your desired outcome and send it to the list of people you select.
Cost of Direct Mail Marketing Services
Direct mail marketing companies usually charge on a per-piece basis. The price depends on many factors, including the type of mailing, the number of recipients, the type of list, the type of postage, and whether the mailing is in black and white or color.
Generally, prices range from $.30 to $2.50 per mailing. Letters usually cost anywhere from $.50 to $.80 each, while postcards cost anywhere from $.30 to $.80.
Direct Mail Marketing Services Pros
- Mature industry - The direct mail business is more mature than the email marketing business. Direct mail marketers have a better idea of which marketing methods lead to success and the mailing lists tend to be more accurate and up-to-date.
- Less customer resistance - The average consumer is less inclined to be upset by receiving unsolicited paper mail. Perhaps because email is a much newer medium, consumers put up more resistance to “spam” than they do “junk mail.”
Direct Mail Marketing Services Cons
- More expensive - Direct mail is typically more expensive, largely due to the cost of printing the material.
- Time consuming - Direct mail marketing is a much longer process than email marketing. You have to choose a design and strategy, wait for the pieces to be printed and then wait for them to be delivered. It could be weeks or months before you start to see results.
- Less interactive - You can send a coupon with direct mail and hope your customers respond. But other than that, there’s little opportunity for direct interaction or feedback. You just have to hope the message resonates.