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In the blog “Drew’s Marketing Minute”, blogger Drew McLellan discusses the marketing power of direct mail. He argues that many people believed that direct mail would become extinct due to the email, however most of the junk mail that people use to receive in direct mail has transferred over to email.
I have to agree with McLellan that email has significantly replaced direct mail. Sending an email is free and sending a letter requires costly stamps. Also, I agree with McLellan on the notion that if direct mail is executed effectively, it will have positive results. Sending mail to your clients and potential clients offers a more personal approach to advertising. Furthermore, sending direct mail would be a point of difference for your business because many companies are just spamming customers day-after-day with promotions. With this in mind, it should be noted that marketing with direct mail is quite expensive. For small businesses, direct mail would be a costly expense and would only go to their most loyal customers. In terms of marketing this idea is great, but in terms of accounting the budget of the business must be assessed.