By February 25, 2014

Mail vs. Modern Newsletters

Email-v-mailToday, less and less people are using actual mail to send anything. This is especially true of getting the word out about something. The question is, is it more or less helpful?


Getting the Word Out

If you look at your inbox, you probably are receiving many emails per day from companies who want you to take some time to take a look at the product or service they are offering. At some point, the messages simply get deleted, or placed into the SPAM folder, never to be seen again, without even being opened. This can also be said for paper mail. Many people will open their postbox and find it filled with junk mail that will eventually end up in the bin. The most important element to getting a person to read your message is to do something that separates you from the competition. What will make your message special?


Subject Line

The potential customer will probably decide within five seconds if they are going to open your message or not. It is very important that the first thing a person sees grabs their attention and makes them want to read what you have to say. In an email, the subject line can be very important because it gives the organization the chance to say something in order to get that message open. For a physical mailing it would be best to create this transparency through something like translucent envelopes, which allow the person to see what is inside.


Advantages of Post over Email

Email is great. It’s true. Email is quick and cheap and can reach a large target audience without much effort. Email can also be impersonal, however. A company can simply acquire a list of people that would be in their target market and send the list to thousands of recipients at once. Today, people have so much stimulation from advertisements that there needs to be something that makes them feel special. For this reason, paper mail can be a great option. It is much more personal. The person receives a tangible object that they can hold in their hands which can offer a lot of satisfaction, especially for those age groups that are accustomed to receiving mail this way. Furthermore, a person might not be comfortable entering their private information online. There is potential for hacking and privacy violations. With paper mail, there is still potential for this, but the risk is much lower.

There are definitely some drawbacks to paper mail also. They can be expensive and time consuming. Because of these reasons, it is important to ensure that you are being as efficient as possible. There are many sources to use for how to create a great marketing campaign via physical mail, such as on Once the proper research has been done, there is potential for great results with a paper mail campaign.


The Digital Age

At this point, most things are being done online, bills being paid, checks cashed with cell phones and messages received in seconds. It is much easier to do everything digitally and it is much faster and typically less expensive. This seems like a great solution to the problems associated with paper mailing. But what about the benefits associated with it? It is important to consider what kind of message you want to convey with your marketing campaign. For some projects, such as for companies that sell things online email is better. The customer can just make one click to be directed to the website for purchasing. On the other hand, there are definitely some times when a paper mail is better. You want the customer to feel important to the company, and by giving them the element of personalization that is a step in the right direction.

Posted in: Editorial

About the Author:

More than 20 years in the IT industry. Blogging with a passion and thirst for new technology since 2005.
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