When it comes to the question of how people communicate, most business owners agree that email is more popular than postal mail. But is email really better for your business?
If you’re like thousands of business owners who use email marketing tools like Benchmark Email, then you might be surprised to learn that email marketing may not be as effective as you think.
What is Postal Mail?
Simply defined, postal mail is a system where letters and parcels are physically delivered to recipients. This type of communication has been around for centuries thanks to advancements in transportation, but some would argue that postal mail is dying out thanks to the advent of email and various other forms of digital communication.
Postal mail is an inexpensive way of reaching large audiences. Businesses want something that is easy to manage and cost-effective. With postal mail, they get both these things plus it’s reliable since 95% of what we send gets delivered.
While sending out numerous postal mails can be tedious and troublesome, it can be remedied by using a franking machine. Businesses can invest in a franking machine buy or rent option, depending on their operation. Those that send bulk emails seasonally can opt for rental, while those that regularly send mails may opt to buy a franking machine. Email may be easier but it’s often unreliable with potential problems like spam filters which put emails in junk folders; moreover sending thousands of emails through this system can be costly. There are free email services, but they are not as reliable.
What is Email?
Email is generally defined as a communication system in which messages are sent via computer networks. Emails are made up of text that is typed out by users. It’s an extremely popular form of communication among people today, so much so that many professionals see it as the preferred way to communicate in business situations. Since most email clients show previews by default, even if your recipient doesn’t read past the subject line they’ll still be able to tell what message you’re sending them before choosing not to open it.
In addition, most email marketers agree that there’s no better way of building relationships with your audience than through regular email marketing campaigns, something that simply isn’t possible if you’re not using emails.
However, both postal mail and email have various pros and cons so for this reason it really comes down to the specific business owner’s needs as well as what his or her target market prefers. Discussed below are some inherent points, applications, advantages, and disadvantages of using postal mail and email.
Practical Applications of Postal Mail and Email
Postal Mail is still the most popular choice for businesses looking to send marketing materials, sales letters, or other documents. You can send it through the mail or through a courier service like FedEx and UPS.
An email has become widely accepted for business communications, with an estimated 300.4 billion emails sent every day in 2021 according to Review42. However, its track record on security issues makes email less than ideal for some businesses. As technology advances offer more options for staying secure online while reducing spam, expect to see the continued growth of email use in business. It’s easy to get up and running using an existing account, but be careful not to give out your personal information when you do so!
Ease of Use
Today’s email systems are quick, easy, and relatively inexpensive. The tools you need to set up an account are already on your computer, so it takes just a few minutes before you can begin sending messages. However, keep in mind that many free email services pass your information along to spammers who use it for their own marketing purposes. For businesses looking to move away from postal mail or remain anonymous online, this is an important consideration.
Email now uses the SMTP standard making it possible to send huge amounts of data without much difficulty–and often without additional charges. This has made it the perfect medium for spam, but also for legitimate business use as well. In fact, some companies now send their entire newsletter via email instead of postal mail. Since emails can be targeted to a specific customer and sent out as often as desired, this gives businesses the best of both worlds–instant and inexpensive distribution without sacrificing security or ease of use. While some people consider using email easy, others may find it a little confusing and to some pretty scary. First, you need to know what kind of email system your business uses. Then you need to create an account with the service provider, which typically takes less than 5 minutes for most people. However, entering all their contacts into an email program can be time-consuming and tedious for many users.
Postal Mail continues to provide more control over your message than does Email. You can include all sorts of information in a letter that you wouldn’t want to be attached to an email such as personal details about yourself and your employees, as well as credit card numbers and purchase orders. Sending anything sensitive through Email opens it up to potential theft by hackers who may intercept these messages on the Internet.
With postal mail it’s easy; just stick it in an envelope, write a quick note on the front, stick a stamp on it and drop it into the mailbox. Not only is this method enjoyable (no noise), but it’s also very cost-effective (no monthly fee) and very reliable (you will get your letter). On average 95% of the letters we send through US Mail get delivered and we send out thousands of pieces a month. Not only is it economical, but you can also track your mail to make sure the message gets where it’s going and when it’s opened (not to mention that you don’t have to worry about someone misplacing your digital bits).
Email may be less reliable than postal mail for two reasons: You cannot ensure that the email will be read or that it won’t be sent into a spam folder; many ISPs use filters to push suspected spam emails into a user’s junk mail folder, which can lead to delays in receipt of important messages. Emails are easily manipulated with the potential of being intercepted by hackers who may alter their contents before delivering them.
Based on this article, it can be inferred that postal mail is better than email. Many businesses (and their customers) still prefer to receive mailed statements, invoices, and other important information via postal mail rather than emails since it is a more secure way of sending sensitive information.
About the Author
Ashtriele King is an E-commerce writer and marketer with over fifteen years of experience implementing commercially successful marketing campaigns. Her passion is building the image of companies through correct positioning, brand strategy, and local marketing.