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05/24/2010: "Direct Mail Preferred Over Email - Ignore It At Your Peril"

In his column in Target Marketing (5/2010, p. 42), Denny Hatch said that a large percentage of the population — 18 to 34 year olds and 62-plus — prefer direct mail to email.

I find that interesting because so many people seem to think email is the only way to go. They don't even consider direct mail. That's a major mistake. There's simply no better way to hit the target than with a good direct mail offer.

People are quick to delete email. Moreover, spam filters trap even wanted email and the intended recipient never sees the message. Email has been so abused that people simply don't respond well to it anymore.

But direct mail is the big dog of advertising. It will be king for a long time. People enjoy sitting down to an enticing sales letter in their home or office. They will read it when they're in the mood and have the time to linger over the message. Oh, they won't read it if it's not an offer that interest them, of course. But if you've sent it to a good list and had an effective sales message written, one with a dynamic offer, they'll likely be interested. And, they'll likely respond.