Sales messages can be conveyed in two different ways, direct-mail and e-mail. Many experts view direct-mail as the best way to sell anything to anyone. According to Tom Egelhoff, "If I shoot a rifle at a target I have to be precise in my aim. The target is very small. If I shoot the target with a shotgun I have a better chance of hitting the target but a lot of my shot also misses the target. So those pellets are wasted because they missed the target. The same is true in advertising." Using direct-mail is precise. When you use direct-mail you can send the message to exactly who you want to reach. Some may think that direct-mail is a thing of the past, but in reality it shows no signs of going away. People still use it today because it is foolproof and it works. Unfortunately, direct-mail tends to be more expensive for the marketer than e-mail.
E-mail is not only a faster way to relay a message, but also a cheaper way. E-mail doesn't require the use of thousands and thousands of pieces of paper and pens. Not to mention the number of envelopes and stamps. E-mail is also a great deal faster than snail mail. As soon as the marketer presses the send button, the message is almost instantly received. E-mail mail seem perfect, but it has its downsides. Many people receive hundreds of spam e-mails a day. This can often clutter a work space and could even lead to lost mail that could be vitally important. Direct-mail can usually be quite a bit longer than e-mail as well. According to Ivan Levison, "When prospects are going through their email, they want information quickly. So long copy is out. Complex offers are out. Supporting facts and arguments are out."
Both of these mediums are used frequently every day. They both have the ability to get the job done. When you weigh the pros and cons of each, they could really tie. I think that choosing the best medium depends on the circumstances.
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