Comparing Email Marketing to Print Marketing

Just in case you don’t read comments on this page, I wanted to point out a very important conversation going on about the future of email marketing – and comparing it to print direct mail.

At a recent post I made – I started a conversation about the end of free email.

Someone agreed and made an interesting observation:

“While I have no problem doing (print) mail outs, with the rising cost of postage and materials plus the clutter, the US mail has never looked worse. Email will still likely be cheaper… I just don’t like the idea of having another channel that is pressuring the ROI based on the whims of the gatekeepers. RSS looks like a nice alternative based on price AND control.”

A very interesting point that many people assume is correct- email marketing is cheaper. The problem is that, in many cases, it is a very dangerous (and wrong) assumption.

I definitely agree with the above point that email will always be cheaper than direct (print) mail. But, it depends on how you look at it – I see email as being much more expensive than direct mail in many cases.

How could email cost more than a physical stamp?

Results.

Both my own results and those of many other marketers who I know that test both email and print marketing.

For example:

Let’s say you have a list of 1,000 people to market to – and lets also assume you have both email contacts and offline info as well.

To email those 1,000 people will cost you nothing right now (well – the cost of the email service you use)

The average open rate is 20% (some lower some higher – for the purpose of this let’s say that is accurate)

Let’s say the item you sell is worth $100 and you sell 1% of those who open it.

200 people opened it and you made 2 sales (1%) for total sales (and profit) of $200

Now, send those same 1,000 the exact same sale letter in print for a total cost of approx $600 (stamps, paper, printing, stuffing)

Even if we stay at the 1% conversion (in print it is typically higher) you still make MORE money…

1,000 people x 1% conversion = 10 sales x $100 = $1,000

Your profit is $400 ($1,000 minus the mailing costs)

DOUBLE the profits from the same list.

And that doesn’t factor in that every new paying client is now twice as likely to buy again. So the email list got 2 new paying customers – the offline campaign got 10 – 5 times as many clients who are now twice as likely to buy again.

So, up front, email does look like it’s cheaper – but in the end it costs you more in lost sales – and in lost paying clients.

Simplified explanations but ask those who do both on and offline marketing to see if they have similar results… I’d be willing to bet they do.

Great topic though!

The reason this is very important to any, and every, business that does effective marketing – is that you have to look at results – not perceptions.
There is a big difference – up front, it looks like email is free and direct mail costs you a fortune. When you look at bottom line results (key word: results) – many times direct mail ends up making substantially more money. So the “savings” you make by sending email only actually is taking raw profits out of your pockets.

The facts:

1) Most people who do both on and offline marketing to the same list see substantially higher returns from their offline efforts

2) Direct mail investments are going up

3) Direct mail is working as good – many cases better – than ever. Why? Because most people fall for this belief that email is cheaper. It may cost next to nothing up front – but it is costing you pure cash every time you ignore the facts.

My thoughts on the best marketing? Both on and offline mixed. Offline is still preferred by people – they like to hold paper in hand. Proof? E-books vs. print – print is still the preferred choice. E-books have a place – but the best way to sell a book is both e-book and print book. So print mail gives you better conversions and sales – but email gives you the flexibility to build a stronger relationship with your client at a very low price.

Do both online AND offline marketing to see the biggest “bang for your buck”.

The results tell the true tale.

Direct Marketing Mastery: How to Turn 1 Pile of Great Copy Into a Mountain of Cash (You Can Too)

So you’ve written this all powerful copy that can convert even the harshest sceptic to a new customer and then keep them for life…

You know that you want to use it to create mountains of cash…

Do you know what you are missing to make that happen?

You probably do.

The first thing you need is a market.

“There is only one asset in business, it is customers nothing else can give you money.” Peter Drucker said something to this effect. (If he didn’t, its better to attribute it falsely than to claim it as original thought.)

So the bottom line is you need those people who can give you money. If you don’t have that shame on you for not looking into who will buy what you have to sell first.

I’ve gotten in backwards before too. It sucks. I will never do it again. The first thing I look for is when assessing an idea/product/opportunity is “where can I get access to the market?”

It’s great if there is a market but if there are no media you can use to get your message to your market then you are in trouble.

The Second Thing You Need Is To Be Able To Affordably Acquire a customer

If you can’t buy a customer then you are in serious trouble. You are playing at home in your sand pit alone. This is the difference between a real business and a pretend business. A real business factors in customer acquisition costs and gladly pays them because they have a bigger picture plan to be able use some of that other copy in order to be able to monetise their customers.

So if the thought of buying a customer scares you, makes your underpants feel tight… Then you need to be rethinking how you are monetising your customers initially and over the long term.

The Third Thing You Need is Marketing Systems

To me a marketing systems are the clever organising of the copy you produce in order to achieve a series of goals. Firstly customer acquisition, secondly retaining and growing the value of those customers.

This should be achieved with systems – largely build with a set and let them run mind set. Otherwise all you do is create a treadmill that you have to run on. There is an overhead of time and costs associated with the building disposable marketing materials.

So build the systems with an eye to the long term. And then it is much easier to build turn your copy into a mountain of cash.

Why It’s Imperial For You To Use These 3 Marketing Methods

When it comes to making money in your business, nothing is more important than staying in front of your prospect’s eyes so that you can earn as much money as possible. If you’re not contacting your prospects on a monthly basis, then now is a good time to start doing so.

Why on a monthly basis? Well this is long enough to give your customers some room to breathe, all while staying in mind so that you don’t become a stranger to them. This will subconsciously build a relationship with your customers also, and because of this, this will cause people to come into your store more often just to see you.

In this article, we will take a look at how to profit from your customer list. All of these are easy things to implement, and it shouldn’t take long to do. Let’s take a look at the first way to improve your sales and profits:

1) Continuity

You need a continuity program in place that will help you to get sales automatically every month. A continuity program is simply a way to charge someone’s credit card for $10-$20 every month- for a product that gets shipped out to them on a monthly basis. The product can be an email newsletter, a facial cleanser, or any other kind of thing that you can charge your customers $10-$20 a month right now for.

Here’s another thing:

2) You’ll earn more sales

You can actually make more sales by following this technique. Trick lies within the follow up of each new sale and prospect that you get. Keep these people on your list and continue to contact them until there’s no tomorrow. Well actually, tomorrow isn’t such a good work to describe the process. It’s more like a monthly process.

To get sales, you need to offer the right product at the right time. And the best way to do this is by advertising. This is where your message and your market collide, and profitable ventures are made. It’s all about a message to market match that your prospects can understand, and is something that they can relate to.

Here’s one last tip for making your marketing work.

3) Free money!

Let’s not forget about the internet to lower your cost per sale. The internet is a venue that a lot of people are using to gather information about something related to their life. All you have to do is use free marketing to start earning more in their business today. But it all starts with a website.

With a website, you give people the opportunity sign up for your product or service in a non-intrusive way. So be sure to use these techniques today.

These 3 techniques for making more money in your business are techniques that can easily a lot of money for you. If you want to stay in business (and stay involved in business), you will want to keep these tips to heart and start using them right away.

Good luck with using these techniques to make more money in your business.