One of the main benefits of email marketing is that it’s cheap. Just about any business can afford to send emails out to subscribers. This benefit, however, eventually turned into a disadvantage.
Because any organization can send marketing emails, inboxes eventually got overcrowded. Due to the amount of marketing emails being sent, Gmail started separating promotional emails from personal ones.
Still, many businesses practice email marketing because it’s easy. As a business owner, you have to ask yourself why you would try to enter such a competitive field.
Some business owners are now realizing that it’s better to let the pack fight over email inboxes. According to a recent Entrepreneur article, this creates a great opportunity for direct mail:
“Email might have changed the marketing environment for good, but you can use that change to your advantage. Let other businesses focus on email marketing. Let them sludge through the massive inbox overload that everyone is experiencing. In the meantime, there is not nearly as much competition in your standard mailbox — and that’s where you should be aiming your sales messages.”
Direct mail and email marketing are what’s known as perfect complements. Although they’re not the same, they serve a very similar purpose and most businesses only practice one of them.
Because of this relationship, overcrowded email inboxes mean that real mailboxes aren’t receiving enough attention. If you send direct mail to consumers, you’ll have their full attention. Plus, you won’t have to compete against a bunch of other messages like you would with email marketing.
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