So, how many unwanted email solicitations do you get every day? I’m not talking about the larger, stronger and longer type that your spam filter picks up. I’m taking about the online gourmet shop, restaurant, hotel, airline or business newsletter you opted into when you thought getting an email was as much fun as finding your name in the new telephone book (why do they still print these?). I estimate I get 50-75 per day plus the 20-30 that get caught by my filter. I admit that I signed up to the majority of these at one time, but being pummeled day after day by hideously designed emails that offer nothing to me as a customer is getting very old fast. I guess I could spend an entire weekend opting out of most of these but I really don’t mind receiving communication from companies I have done business with in the past, I just want a little respect and more importantly good taste.

Now, when was the last time you received a personalized letter from the US Postal Service from a company updating you on new offerings, or this season’s specials or just to invite you to do business again? Probably one per month at the most? Long before email became the norm and faxes became annoying, direct mail was going down the wrong path. I can here it in the sales department “Let’s send a postcard!” No envelope, no tabs to seal, no sweat. And guess what – no results. Have Jimmy’s the computer wiz down in shipping could design something that screamed desperation on a Friday night before bed then take that baby down to Kinko’s and you had a powerful direct mail program.  Not!

Any form of marketing communication requires some level of marketing expertise and just because you are a good salesperson does not mean you have marketing expertise.

I think there is a true opportunity right now to take advantage of a good traditional direct mail strategy right now – if you do it well. I’m not saying don’t use email as a marketing tool, but do it professionally and respect to the person receiving it.

Tomorrow, I’ll provide a few tips on doing both direct mail and email more effectively.