Dear Bulk Mailer

Attracting customers can be a daunting task. You have a number of marketing vehicles and strategies at hand but most of the times choosing the one most relevant to your business can leave you baffled. Bulk mailing has always been one of fool-proof marketing mechanisms. A few decades back, snail mail (the usual post-office mail) was used for bulk mailing. Today, businesses have the power of the Internet. This article objectively evaluates the pros and cons of both bulk mailing types and tries to draw a conclusion as to whether old fashion bulk mailing is still beneficial over bulk electronic mailing.

Reach- When you are using snail mail bulk mailing, you need to obtain a posting permit. A permit will allow you to post only a fixed number of mails. Also, long distance posting can cost you more than short distance one. All this limits the reach of your marketing campaign. In email bulk mailing, you have to pay only a fixed fee, a monthly charge or a bulk mailing software charge and you can post unlimited number of emails to anywhere in the world.
Effectiveness- In his book ‘The Truth about Email Marketing’, Jenkin writes that every dollar invested in email marketing averages to a return of $46. For snail mail marketing, the investment is often greater than the return. Some may argue that snail mail is more effective as to actually holding the interest of the customers because of the mere tangibility of the letter. However, this is counteracted by the fact that most of present day humans may not have written a paper letter in their lifetimes but readily ‘imbibe’ enormous amounts of data on social networking sites like Facebook every day.

Cost- One of the main features of electronic bulk mailing that keeps reverberating throughout the whole debate is its low cost. Bulk snail mailing permits are not only hard to obtain but also cost significantly. If you are a business trying to stand on its feet, you may not be able to afford the initial expenditure. Electronic bulk mailing is largely a low-cost direct marketing device.

Based on the above three parameters, the reader is free to draw his/her own conclusion. Clearly, electronic bulk mailing wins the battle with flying colors. Not only it has better reach but is also more sales and cost effective. If you have a business that you would like to see flourish, electronic bulk mailing is one of the most potent marketing devices at your disposal.