Direct Marketing and Email Marketing: Difference and comparison

direct marketingThe pioneers of direct marketing (DM) Bob Stone, Martin Baier and Henry J. Hoke Jr spoke of the discipline of direct marketing as an interactive system of marketing that uses one or more advertising media to derive a measurable response and quantifiable, and a transaction at any place, with the added possibility that all this activity is not indifferent to being stored in a special archive (database).
Never truer words were spoken. And another truth is that our discipline - email marketing - use and is enhanced by many of the principles and general patterns of Direct Marketing.
It 'easy to say that we all know the differences between the two disciplines: the interactive nature of the media, the immediacy of the call to action in a particular promotion, the benefits on maintaining the relationship with the potential client with respect to acquisitions of traditional marketing, the higher flow rate of the possibilities of experimentation. But still there are some differences though subtle. Let's see in detail

Speed ​​and timing

In a world driven only by the direct marketing it may take 2, 3 or more months to complete and see the fruits of an advertising campaign. Just think about the time of shipment and delivery and any incidental problems makes us guess the slowness inherent in traditional merketing.
Email marketing has other numbers: a marketing campaign based on the emails is designed in 3 or 4 days maximum, not more, and delivery time run out within 24 hours. The same services are trained and prepared to welcome and assist a vast number of customers in a few hours. Only the given speed and timing is sifficiente to make obsolete any other traditional marketing tool.

Supply position

Most of the means of DM - direct mail, television advertising, posters and poster - give the first place bid on their product or service, leaving the main gift or bonus to a marginal position and lower. Email marketing the most used strategy is exactly the opposite: the secondary offering has greater relevance and is more visible to the reader and is primarily used to create customer intimacy and convey confidence for when it's time to launch the main offer.
This described a tactic but in reality there are different but for better or worse are based on a different principle than the MD about the positioning of the offer in the advertising scheme.


Another difference is the size of the particular promotion. E 'is evident that the email marketing which in this case has limitations in that it fails to satisfy each type of promotional item considering the limits of dimensions which are provided for the email.
In direct marketing, instead you can promote any type of product even if extremely large. But at the same time in email marketing would be quite useless to propose such things considering the impatience of the player who gets bored after a while to get to the bottom of this page. The email should be persuasive and direct but also quite brief, can hold links for further information but in its essence must be immediate and easy to put digestible by the reader.


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