The options for marketing your business keep expanding. Certainly print and email are widely used now that so many people use email. Up and coming is text marketing (SMS or texting), but currently only the under 20s and some twenty-somethings are using texting widely. So assuming your market is broader, generationally speaking, that still leaves print and email. Which should you use? Email is less costly, has a faster response time, and the results are more easily measurable. But do your customers want more email?
Ask them! Ilana deBare answered a reader’s question in the San Francisco Chronicle recently on this subject. Her answer is to let the customer decide. If you’re thinking about email, you have collected the customer’s email address at some point. Hopefully, you know that you need to have done business with the person or received their explicity permission before you may legally send them email. (See CAN-SPAM Act.) So when the customers sign up to have you send them information, ask whether they prefer email or print mail.
Be prepared to do two different mailings. Ideally, create a special web page for prospects to go to when responding to an emailing. Track how well you do with each — what percentage of recipients responded and how many of those converted to sales. It wil help you decide how best to spend your marketing dollars in the future.