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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising
Published by
Ivan Levison, Direct Response Copywriting
December, 2003
Volume: 18 Number: 12
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Email versus direct mail – Which is better?
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* * * E-MAIL PROS:
PRO: E-mail is cheap. Which is why spammers love it.
They
don't care whether response rates are low because
their costs are negligible. If you want to reach a large
number of people and if you have access to a solid, opt-
in list, go for it. A test sure won't cost you an arm and
a leg.
PRO: E-mail is fast. In two senses. First, your
production time is minimal. As soon as you get an idea to
test, you can write a motivating e-mail, and hit the send
button. Second, your prospect gets your e-mail instantly
so responses can start pouring in within minutes. Speed,
from start to finish, means you can be a super-agile
marketer.
PRO: E-mail is a fabulous testing medium. As a result
of
the speed I mentioned above, you can get virtually
instant answers to your marketing questions. Is a cross-
sell offer going to be a winner? Send a group of
prospects an e-mail and you'll have an answer. Have you
written two great headlines but can't decide which one to
go with? Do some e-mail testing and get your answer fast!
PRO: Downloadable fulfillment pieces are instantly
accessible. For example, if you're offering prospects a
White Paper filled with valuable information, they can
click through to your landing page, fill in a little
qualifying information, and download your White Paper in
under two minutes. The fact that they don't have to wait
long to get their free fulfillment piece boosts response
rates.
* * * E-MAIL CONS:
CON: The e-mail "environment" is poor. Thanks
to the spam
avalanche, sorting through e-mail messages is a real
drag. That means your prospects are looking for messages
from colleagues, family, and friends, and everything
else is out. And fast.
CON: E-mail messages have to be (relatively) short.
When
prospects are going through their e-mail, they want
information quickly. So long copy is out. Complex offers
are out. Supporting facts and arguments are out.
CON: E-mails limit your creativity. An all-text e-mail
is
obviously visually quite boring. The message is the whole
ball game. Even in an HTML e-mail, you can throw in some
color and photography, but the look is never great. Let's
face it. With e-mail, your graphic designer is fighting
with one hand tied behind her back.
CON: Great e-mail lists are hard to find. Yeah. List
brokers promise you a high-quality "opt-in" list but
you're often playing with fire. The simple fact is that
the direct mail list business is a LOT more mature. (If
you want to talk with a terrific list broker, call Robert
Mendez at 510-595-2289. His Web site is www.nethawk.net
* * * DIRECT MAIL PROS:
PRO: The direct mail environment is a good one. Sure,
people call direct mail "junk mail." But they use the
term with a lot less anger than they do when they speak
of "spam." When you read through your e-mail, you're
sitting at a desk staring at a monitor and you're busy.
When you sort through your postal mail, you're probably
much more relaxed and feel less put upon. This difference
in receptivity is, in my judgment, incalculably
important.
PRO: Direct mail gives you the space you need to tell
the
whole story. If you write a compelling letter, readers
will stay with you. They will NOT stick with you in an
e-mail.
PRO: In direct mail, you can use emotion. In your letter
or flyer you can inspire, frighten, cajole, convince,
make cogent arguments, and motivate. Readers just don't
want that in an e-mail. They want you to tell them the
facts and get out. Which, for a writer like me is very
limiting, indeed.
PRO: In direct mail you can include different pieces
you
can hold in your hand. I'm talking about a colorful
flyer, a testimonial sheet filled with raves, objective
product reviews, you name it. You never know what's going
to capture a reader's interest or attention. With an e-
mail you get pixels on the screen and nothing
more.
* * * DIRECT MAIL CONS:
CON: Direct mail can be expensive. Postage is sky high
and heading higher. Printing often costs a ton of money
and there's list rental and letter-shop costs to
consider. Not to mention creative development. The bottom
line? Direct mail can be very cost effective but there's
no question that your front end costs are going to be
higher. That's the only big "con" I think you have to
worry about.
FINAL THOUGHTS:
As you can see from the pros and cons listed above,
e-
mail and direct postal mail both have their advantages.
Lately, direct mail has been in a bit of a decline,
partly because of the economy and partly because e-mail
marketing has made inroads.
My own feeling is that direct mail will be making a
HUGE
comeback as spammers continue to destroy a legitimate
marketing channel. My advice? Keep on testing e-mail but
don't neglect the proven, money-making power of a letter
package or self-mailer!
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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904
Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com
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