Email is “free”, notwithstanding the copywriting, measurement tools, ISP issues with delivery and a few other things.
With “free” comes your favorite target – spam email.
You can afford to send 100,000 emails without testing – though the smart ones do not. On the other hand, most can’t afford to send 100,000 direct mail pieces without testing FIRST.
I can assure you that those who can afford to send that much direct mail each month would never do so without testing first. No question, direct mail has it’s share of issues – most can be solved with smart mailing (as opposed to carpet bombing).
So while newspapers and magazines see falling advertising inches, direct mail continues to grow – because done right, it works.
Just one example: Those “silly little 4 page print newsletters” I create get places that the same content will never get via email.
How do I know? Because newsletter clients tell me this every month when I call for the next month’s snippet of content. They say things like “I can’t believe how well these things work.” I hear it over and over again – and best of all, no one else in their market has a clue.
Competitors sure wont duplicate the effort. Too lazy. Too busy stepping over dollars to pick up dimes.
Whether I do it for you, or you do it yourself, just flippin’ do it. Measure it. Go to the bank. Repeat.
What are you waiting for? You have Wharton’s permission.