This is one of those questions that so-called experts like to ask. Is it out with the old and in with the new? Or maybe it’s just that the new is better equipped for handling the challenges of the old. Either way you ask it, the question is “Will e-mail ever replace direct mail?”
There undoubtedly will be those who answer “yes” to that question, but I’m not one of them. I certainly believe in e-mail marketing. But I also believe there will always be a market for direct mail – just as there is a market for radio, VHS and mini-skirts.
Truly effective marketing utilizes the best medium for the right audience. There will be some people you’ll reach better through e-mail marketing and there will those you’ll hook into your net with direct mail. If you use both channels to reach your audience you are more likely to get more buyers. Don’t give up on the old forms of marketing yet.