A little myth about saving money in marketing

In today’s economic climate it is imperative to continue to get your message out to the marketplace so that you can stay ahead of your competition and improve sales – all while keeping costs down. This is a tricky dance and many companies are tempted to cut out print from their marketing spend. Why not? It’s much cheaper to send emails, post web pages, write blogs and you might even reach a greater audience.

This is a myth, in fact print advertising is more effective than ever. In 2008, eight of every 10 emails sent was spam. While it may not cost much to send email marketing, what are you getting in return? Is it worth it to spend virtually nothing and get a nominal response? Think about how many emails you receive in one day that you either don’t see because it went into your spam folder, or that you simply ignore because you know that it is spam.

In 2008 close to 40% of consumers surveyed by DMNews/Pitney Bowes have tried a new business for the first time because of information they received via direct mail. Nearly 70% reported renewing a relationship with a business after a period of time because they receive a direct mailing or promotional item.