How is email marketing different from direct mail marketing?
The primary difference is that subscribers have more control. There is a penalty for sending overly frequent or irrelevant email messages and for sending without permission that does not occur in postal mail. If your email is unwanted, the recipients will likely mark your emails as spam, which will degrade your ability to reach the inbox of all of your subscribers. No matter how inexpensive email is, if you can’t reach the inbox then you can’t market effectively. Other differences: Managing your list and keeping it free of out-of-date addresses is vital to avoiding deliverability problems. Email design is also much different than designing a mail piece because of issues like image suppression, preview panes, and variations in email rendering across different email clients. Plus, there’s more clutter in email inboxes because of its low cost versus direct mail, so messages need to be succinct and compelling.
