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THE FOUR MAJOR DIFFERENCES BETWEEN EMAIL AND DIRECT MAIL

Guest post by: Billy Sharma

Article Overview: While there are many similarities between email and direct mail copy, there are four key differences to be aware of. Here are four of them:

THE FOUR MAJOR DIFFERENCES BETWEEN EMAIL AND DIRECT MAIL

1. The offer

Emails require greater emphasis on the offer than direct mail, because online prospects don’t read copy, they scan it. Cut to the chase. Get to the offer right away.

2. Reference to real time news and events

Copy that reflects current news and events usually will out-pull copy that is not written with references to current affairs.

In email marketing, incorporating the latest news into your copy is more beneficial than it is in direct mail.

For example: If you are promoting the latest facts about Iran or the tragedy in Haiti in your newsletter, and you can get it to your readers while the topic is still hot, it is much more likely to be read. It also increases your credibility as an up-to-the-minute organization.

3. Direct mail has a longer shelf life

Because direct mail is tactile, it has a much longer shelf life and can continue to generate a response several weeks after it is mailed.

However, with emails that isn’t the case. You can't put emails away in a drawer to deal with later. New emails quickly smother the old ones, while taking good intentions down at the same time. And heaven forbid your beautifully written email should end up in a junk mail folder to languish until automatic renewal carries it off.

4. Email videos can help you make a stronger impression

While a powerful story, a single image or even an insert in a direct mail piece can stir-up emotions, email videos can go one step further. Because they aren’t static they can enthrall you to the point where you watch them again and again.

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