Direct Marketing Versus Email Marketing – Which is Best?

Email has changed how the business world and how advertisers communicate. The cost effectiveness of email is a powerful motivator for businesses who are looking for ways to reach a large audience quickly. Meanwhile, direct mail continues to be an effective way to reach your list of veterinarians. So, which is best?

The answer is that you can improve the effectiveness of one by complimenting it with the other. So, using both direct mail and email can be a powerful way to get your message out.

Here are some considerations about email.

- Email marketing can be developed much more quickly.
- Email can be sent multiple times in a short period.
- Email can be tracked and the data analyzed.
- Email marketing can be more cost effective.

There are benefits to direct mail, too.

- More accurate.
- More credibility.
- More impact with colors, fonts, and presentation.
- Lists are easier and less expensive to acquire.

For best results when marketing to your list of veterinarians, business owners should consider using both direct mail and email. Test your message and the timing and delivery methods. Try a series of emails followed by a direct mail campaign. Measure your results. Then change it up to see how your response rates change.

Whichever method you choose, be sure that you have processes and procedures in place to follow-up on your leads. For example, you may solicit an opt-in from your email program. Once you have collected the opt-in, be sure that your autoresponder is ready. If you send direct mails, be sure that your 800 number, website and email address are included and then measure the results by offering a special discount offer.