For years, the answer to that was easy: direct mail was good old, USPS delivered letters and postcards. These days, there isn’t a single „one-size-fits-all“ answer as to what exactly constitutes it. Truth be told, the definition of direct mail seems to change every day.

Now that it’s no longer limited to the USPS, direct mail today can also be email, a text message, an instant message, a Facebook post, or any of a number of different kinds of social media communiques, from chat room interaction to a wiki entry.

The method of delivery for direct mail is important, sure. (And we’ll go into the pros and cons of direct mail media below.) But even more important is distinguishing between direct mail and display advertising. Ads placed on the side of a website, and in an actual physical newspaper, are not directed towards anyone; they are billboards hoping frantically to catch anyone’s attention that happens to glance over. Conversely, direct mail marketing focuses on speaking to people, treating them as individuals and getting as specific as possible.

In a perfect world, a fully-realized marketing approach that includes both old and new media may be the way to go. Herewith, a brief summary that will help clarify your thinking regarding your options.

USPS Direct Mail Advantages

*Less annoying: People may dislike ‚junk mail,‘ (at least when it comes at inopportune times) but they hate spam more;

* More involvement: Printed mail is tactile, attractive and can even smell good! All of which serves to command attention;

*Better lists: Because direct mail has been around longer, you’ll likely have better access to solid lists, as opposed to email lists that are collected online.

Disadvantages:

* Cost: Designing, printing, mailing and list costs are not cheap; email, by comparison, is cheap as dirt;

* Response rate: The typical response rate for direct mail is 1 to 2 percent. It’s not unheard of today to beat that response through targeted email;

*Not so green: Direct mail produces paper waste which is often not recycled.

Email/Text messages Pros

*Cheap: Even if response rates are small, you’re talking less loss than an investment in a printed DM campaign;

* Quick: Not only can recipients receive email as quickly as you can send them, replies can just as quickly come back to you;

*Tweakable: You can change headlines, pump up offers, even completely overhaul the entire piece in seconds, and send out the next blast in minutes, not days.

Cons

* Will your email even hit the inbox? With spam-blocker software use growing, it’s problematic. People are loathe to click on email, even from companies with whom they’re familiar.

*Lists: Decent email lists are hard to come by; you never know how good they are beforehand. But this is a problem with regular print mail, as well. Pick your mailing company wisely.

*Be careful: The CAN-SPAM law is of the highest importance. The general rule is you can’t email to any recipient who hasn’t given their thumbs-up to it, even if that approval was to a third party.

What’s the take-away from all this? Do your homework. Then choose the medium — or media — which is right for your campaign.

Looking to find the best deal on email and direct mail, then visit Commercial Letter’s website to learn more.