Remember that audio prompt from the early days of AOL? Boy, how things have changed…and how e-communications have inundated the marketing mix. And it\u2019s not just email anymore. It\u2019s Facebook and Twitter and all the rest of social media.<\/p>\n
But for now, at least, email still seems to reign. Not fully great or remotely tangible, yet it remains a viable advertising option…uh, somewhat.<\/p>\n
Email is fast, cheap, and easy. Heck, in per-addressee cost, you can blast out all sorts of messaging for 1\/10th a penny on the dollar, compared with traditional direct mail promotion costs.<\/p>\n
Does it work, though? And do its social media cousins work for your business?<\/p>\n
Maybe yes, maybe no. Depends on way too much to detail here (e.g., market, product, offer, audience, locations, et al.).<\/p>\n
The thing is though, where\u2019s the memorability? And more on that, where\u2019s the \u201copenability\u201d?<\/p>\n
Think about the latter. <\/p>\n
How many emails do you get each day that if they don\u2019t automatically go to your Junk or Spam folder you then delete without reading? If you\u2019re like me, the answer is plenty.<\/p>\n
Yet if you\u2019re like too many advertisers, you don\u2019t see the disconnect when you look at how to promote your product or business. You generally ignore all the unsolicited e-come-ons that try to cram your Inbox, but you often turn to using the same kind of uninvited emails to advertise your offerings. Do as I say, not as I do?<\/p>\n
This then leads us to tangible advertising…and the programs that can and do make them work. And that raises the issue of \u201csurprise\u201d and, more importantly, \u201ccuriosity.\u201d<\/p>\n
Be honest here. Are you ever surprised to receive some e-pitch? And are you ever curious enough to open the email or, even worse, click on some embedded link (yep, the fear of being hacked cannot be downplayed)?<\/p>\n
Now what if snail-mail (or FedEx or UPS) delivers an envelope or box that obviously contains something dimensional? Do you \u201cdelete\u201d it into the circular file? Or do you open it, if only to see what the heck is inside?<\/p>\n
And if you do open it \u2013 like the average person most certainly will \u2013 do you then toss the enclosed item in the trash bin? Or do you keep it, whether or not you care diddly about the offer, pitch, etc.?<\/p>\n
Chances are that you keep it, even if the promo item is stupid-laughable. But you still keep it, and therein enters \u201cmemorability\u201d for the advertiser…and memorability that derives from the openability of the mailing.<\/p>\n
Direct marketing experts will tell you that the #1 challenge in any direct mail promotion is to get the target to open the mailer. A dimensional marketing program can get those mailings opened and, yes, remembered.<\/p>\n