Why You Should Use Email and Text Messaging Instead of Direct Mail for Marketing

The direct mail world is undergoing a digital transformation, as brands shift from sending out physical letters to delivering content via email and text messaging.

These channel approaches provide a level of personalization that was previously exclusive to personal contacts, while allowing marketers to closely track the success of their campaigns.

Personalized Communications

People are using their email and text messaging apps more frequently than ever before to communicate with brands. A 2017 HubSpot analysis found that 44% of consumers have emailed a brand to research or find out more about a product, and 38% have texted a brand to learn about something.

Additionally, consumers are relying on their smartphones more frequently than ever to access email and text messaging, so brands can leverage this channel if they wish to communicate with their audience.

Why should you use email and text messaging to market your brand instead of relying on traditional mail for marketing? Let’s take a quick look at some of the major benefits:

1. Email delivers a quick and highly effective response.

Let’s say you’re trying to market your new restaurant. You could send out a mass email to a list of people you think might be interested in trying your new dining spot, or you could take the direct approach, pitching your restaurant in person or over the phone.

A HubSpot analysis of over 500 US businesses found that direct mail outperformed email marketing and social media in getting respondents to engage with a pitch, with 29% of people who received a physical letter responding versus 20% who received an email and 14% who saw a social media post about the offer.

Emails are also more effective at convincing people to purchase your product or service than traditional mail because you have the opportunity to use digital marketing to track the success of your campaigns.

2. Text messaging allows you to personalize the experience.

Brands can encourage customer engagement by providing relevant content that relates to the customer’s interests. But they can also go the extra mile and truly personalize the experience by incorporating the customer’s personal information into the content.

This could take the form of an automated text message that compels the reader to make a purchase, or it could be an invitation to enter a promotion code or access a special offer that is only valid for a few weeks.

3. Email & Text Messaging allow you to track the effectiveness of your campaign.

Email and text messaging are more effective at drawing people into the action of taking some sort of action—in this case, purchasing your product or service—than regular mail where they can put the letter down and forget about it. This makes them ideal for digital marketing campaigns.

Both of these channel approaches also provide a clear point of measurement. If you send people an email marketing campaign and you track the success of that email campaign in terms of opening the email, forwarding the email, or taking some other action (such as making a purchase), you can easily identify how effective your campaign was. The same goes for a text messaging marketing campaign; you can measure the success of that campaign by tracking the reply, the number of texts that were opened, or other actions taken (such as making a purchase).

4. Email & Text Messaging allow you to get more out of your marketing dollars.

Brands have the opportunity to experiment with different marketing approaches without worrying about the budget, as more and more people are using the internet to seek information and discover new things. Therefore, if you want to test the effectiveness of a new strategy for marketing your brand, you can do so at no cost.

With email and text messaging, you can be sure that you will not waste money on poorly performing marketing tactics that may provide marginal results. You can instead quickly determine what is and isn’t working and adjust your approach accordingly.

5. Email & Text Messaging allow you to build stronger customer relationships.

One of the major advantages of email and text messaging is that you have the opportunity to build a stronger connection with your customers. You can create relevant content that relates to the customer’s interests, and you can solicit feedback through your marketing approach. This is extremely beneficial because it allows you to identify areas of your business that need improvement and allows you to gain a better understanding of what your customers want and need.

A study from the marketing firm HubSpot found that businesses that used an email marketing strategy saw 40% higher average order values and 18% higher weekly revenue.

And last but not least

You don’t need an extensive marketing budget to effectively utilize email and text messaging for marketing. You can utilize free tools like HubSpot to create marketing campaigns that perform well without the need for expensive tactics, such as paid ads on social media.

As you can see, email and text messaging provide a variety of benefits, which makes them ideal for marketing campaigns. If you’re looking to increase brand awareness, build customer engagement and relationships, or simply want to gain more insights into your customers, email and text messaging is a channel worth exploring.

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