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Is marketing a communication course?

Has email marketing become too commonplace? Are personal letters going to make a comeback?

  • Most recipients of a sales email never read beyond the title line. A personal letter in the post (ideally with a hand-written address on the envelope) is far more effective. It’s not so fast, admittedly, but it’s far more likely to be read. I spent last weekend mulling about how to communicate with a group of approximately three dozen people I wanted to meet. When I came into the office on Monday morning I was struck by an idea. Before I got stuck into the hourly task of scanning & deleting emails, I reached for the pile of post. “Wouldn’t it be good to get a personal letter other than a bill?” So instead of writing out an email & banging it off to three dozen people, I sent it in the form of a letter. A single sheet of A4, printed on both sides, with a handwritten “Dear John” and a personal signature. And - importantly – I also wrote the name and address on the envelope. It took ages, and of course the delivery was much slower. But when I followed up with phone calls three days later, it was clear that it had done the trick. Recipients had opened the letter, they had read it and kept it. Several were able to put their hands on my letter as soon as I called. And two even complimented me on my “novel approach to getting in touch” Now I know that electronic marketing is growing in scale and I know that ‘customer relationship management’ software is improving in sophistication all the time. But it’s good to receive a (real) letter from time to time. And this week’s experience suggests it could well make a comeback as a medium for business communication for people other than solicitors and accountants.

  • Answer:

    All marketers need a mix of channels to reach their target audiences. An interesting fact is that most of Google's prospects are offline - not online - which is why they do a huge amount of direct mail. We have scanned some of these and explained why this is the case on our blog at http://www.knowledge-bank.co.uk/blog/index.php/category/direct-mail/. I have posted one example here - there are lots more arriving on people's doorsteps every day - consumer and business! Have a look and you will see what we mean.

Jim Lawrenson at Quora Visit the source

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Dear, (insert your name here for the moment. You know who you are) "Oh nice they know who I am. That makes it a personal letter".  Sometimes in the marketing world the expression "Everything old is new again applies"? Can you remember the last time you received something in  your letterbox that wasn't a bill or some junky flyer? It may be a simple piece of communication compared to our digital equivalent the email and may it take a few days before you can measure the result but their is a special feeling about a real letter It boasts of quality when its printed on clean crisp paper, friendly open type and takes real interaction with the reader. Think about it?  The client had to wonder for a moment "Who is it from?", "Is it a bill?", "It doesn't look like a bill!", "I wonder who is writing to me?." then he/she has to open the crisp envelope.. slip out the letter, unfold the letter and begin to read.  Read more  Dear, (insert your name here for the moment. You know who you are) "Oh nice they know who I am. That makes it a personal letter".  I think you get the point. Letters are interactive and involving. Especially well written ones that tell a story and involve the reader. Letters are not scanned by the heading and deleted before they are opened. Real letters seem more important now days. They are physical. Now imagine for a moment this is a letter of introduction for your business. It's like the first time you make eye-contact with that special person across a crowded room with whom you just have to start something magic. It should feel exciting and fresh and new. Perhaps in this scenario a sweet note passed across the room by the waiter on your behalf might just captivate in a creative way and get attention. Its simple and to the point but makes a memorable impression and it is a lot  cheaper than buying a drink.? How would you write that letter to captivate you prospect. Does your letterhead reflect the value of your brand or does it need a revamp? We all face the challenge of communicating with our clients in a fresh way perhaps its time you went "old-school" PS. Never underestimate the power of a hand written note - real words  and thoughts resonate a long time when its truly a personal thought suggestion or compliment.

Timm McVaigh

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