Email can be an excellent way to stay in front of your clients. But, what makes it good, makes it bad too. Huh?
Email pops up about 12 inches from your clients’ noses, wanted or unwanted. He or she might be in the middle of a meeting. Or lunch. Or a conference call. And there it is, YOUR EMAIL, an undesired interruption.
Compare that to traditional mail.
An envelope, letter or postcard is held onto, put aside, read later. It is not so ultimately intrusive. PRINTED COMMUNICATIONS are subtle and polite. Email is INYOURFACE!
According to a Merkle Interactive Services study, about 1/3 of regular users of email actually stop doing business with a company because of their poor email practices. Wow, 1 in 3 people might be so offended by your inexpensive email campaign that they actually STOP DOING BUSINESS WITH YOU.
I’m not saying you should cease and desist your email practices.
What I am saying is that it may be a good idea to supplement your current marketing practices. If you are already using direct mail, perhaps a non-offensive email campaign is something to consider to back up your message.
If you are only using email marketing, why not consider print to solidify the campaign?
Print is effective. Printing on paper can be read 30% faster than printing on a computer screen – check out WhatTheyThink? . Print gets your message delivered with panache and finesse.
Not much of that using email!
By: Paula Smith