07 Jun E-shot or printed mailer?

I often wonder what the character in question, whom I unfortunately didn't stay in touch with, would have made of all the direct mail which pours through our doors day in, day out. His point, whilst potentially valid at the time, now makes me chuckle every time it springs to mind.

Variable data

Whilst a lot of this direct mail contains variable data printing which is a digital process, there is still a sizeable chunk of conventionally colour printed mailers which find their way into our hands. I think the point is that digital and conventionally (litho) printed products go hand in hand and are all part of a healthy marketing strategy.

Which brings me on to e-mailers which you would have thought would have been another death knell for printing, being a fraction of the cost (no mailing costs at a time when postage costs are rising). Being printers ourselves, it pays us to send out printed mailers as it gives our potential clients a chance to 'touch' and 'feel' the quality of our product, but for other business sectors, this is irrelevant.

A good mix

And yet whilst the print market is shrinking to a point, leaflet print production still rages on relentlessly – and long may it continue! So to the question in hand. Which is more effective – an e-shot or a printed mailer? Whilst this is a complex subject, a simplistic answer would be that neither one is more effective than the other – both marketing tools should work together. The classic scenario is to send out a printed mailer, followed up as a second bite with an e-shot as a reminder.

To sum up, it's all about a good marketing product mix, not to be confused with 'marketing mix' which is a separate term.

Here's a useful article