Sales letter or sales email? Which of these tried and trusted methods of direct marketing would be most useful for your organisation?
For many firms, both have their merits. But, for anyone trying to decide on one or the other, here are some of the benefits of both.
1. It's more formal. Depending on the target, it may be more appropriate to send something a bit more professional. A letter on quality (not tracing) paper with the company logo at the top looks the part.
2. A letter with a handwritten signature looks a bit more personal and a sign that more effort has been made – enclosing a business card is also a nice touch.
3. Assuming the postal service do their job, the letter will reach it's target, or at the very least someone who works with the target. There's no spam filter for it to disappear into.
4. It's easy to try and make your letter stand from other mail. A different coloured envelope or even a few words on the envelope could be the different between your words being read or ignored.
1. It's cheaper, with no stationery or postage costs.
2. One email can be sent to hundreds, or even thousands, of targets. One click and the same sales message can be delivered to people in different towns, cities and countries across the globe – much more efficient.
3. Delivery is almost instant. There's no time gap between sending and arrival, eliminating the need for relying postal collections/deliveries and sorting offices.
4. Allows for an immediate call to action. If someone likes what they read, they can click a link and be on the checkout/order page of your website within minutes.