For lots of SME level marketing, email rules. There’s no doubt that a well crafted email campaign, sent to an engaged and anticipating audience will generate great results. Except, that it seems to that many small and medium-sized businesses in the UK still haven’t “got” email marketing (although it’s probably fair to say that many large operations haven’t got it either).
You don’t have to look too hard to find a litany of graphic only emails, weak marketing messages and ‘electronic leaflet’ mails that break all the rules, but still get knocked out week in, week out. It would be interesting to know just how much email blindness this causes amongst customers of these businesses.
So, what to do when emails just don’t cut it any more? Well, judging by the barrage of direct mail I keep getting from my favourite search engine, direct mail still cuts it. Certainly, in a b2b environment the general amount of direct mail seems to have reduced so maybe now is the time to use mail to get cut through with your customers. Email isn’t going away, but it might benefit from a short holiday!