Anyone who has ever gotten a spam email in their inbox or a piece of junk mail they did not request in their mailbox understands the concept of opt in emails and lists. Much of what we consider spam or junk mail is not something we signed up for personally, but may be a third-party business that has networked with one we used before. From a business direct mail perspective, using this type of permission marketing can be an effective way to expand your list of professional contacts by sharing a targeted consumer base with another company of interest.
When it comes to email marketing there are various laws and regulations on the books that tell you precisely what text and capabilities you need to include in order to not be accused of spamming. Ideally, the people you send the marketing email to opted in to receive contact from you. However, your advertising efforts may be stymied in this way because you are unable to expand your efforts into a new lead database of potentially interested consumers.
Are Opt-in Emails or Targeted Direct Mail Better?
If you want to build slow and steady, opt in emails may result in more precise targeting and a greater response percentage then other types of business direct mail.
On the other hand, if you wish to reach more prospects more quickly with, business direct mail using physical letters or postcards and the postal service works.
After identifying your target market and designing an appropriate advertising piece, you need a list of professional contacts to send it to. This list can be built over time, purchased or rented from a reputable company like Bethesda List, or shared with other businesses through the process of permission marketing.
Anyone who has ever gotten an advertisement in the mail from a company they don’t recognize may have been the target of permission marketing. These are usually accompanied by a statement that reveals you will receive third-party mail because you expressed interest in similar companies, products or organizations in the past.
As a marketer who always wants to increase your targeted lead database, direct mail permission marketing is another weapon in your advertising arsenal. Even though the individuals or businesses did not directly opt in to receive contact from you, they have already been screened for their interest in what you have to offer. This type of networking and sharing of lists between companies can be mutually beneficial as long as they are not in direct competition with each other.
Email Marketing and Direct Mail
The question remains whether opt in emails or direct mail shared contact lists are more effective for the bottom line. Although there will always be differences based on industry or a particular offer, direct postal mail continues to have an overall higher rate of conversion then even emails people requested to receive. For both email marketing and direct mail marketing, always use best practices and keep your lists clean.
