Differences Between Email and Direct Mail

Here is part of an article from Ethan Boldt, editor-in-chief, Inside Direct Mail. He makes great points about many similarities between e-mail and direct mail copy and how understanding the key differences will help you run a truly effective multichannel campaign. Here are his thoughts...

The Offer
"While [both channels] require the same understanding of direct marketing principles, there are differences in creative tactics—and e-mail requires even more emphasis on the offer than direct mail," explains Lee Marc Stein, copywriter and author of "Street Smart Direct Marketing." E-mail prospects are not going to take the time to read the copy and respond to the creative like direct mail prospects, so cut to the chase—"what's the offer?"—is even more key in e-mail, he explains.

Incorporating The News
"Direct marketing copy that reflects current news and events usually outpulls copy that is not written with references to current affairs," says Bob Bly, copywriter and author of "The Copywriter's Handbook." He adds that incorporating news into copy is even more important in e-mail marketing than it is in direct mail. "In promoting investment newsletters, for example, if the Fed is going to announce a rate hike this week, your e-mails virtually have to be built around that theme," describes Bly.