ByYogesh Aggarwal

Global Business Director

Yellow Umbrella Group

Media Comparison

Take a Pick… Its Choosing Media

Direct mail vis-à-vis Email/SMS/Tele callingConcerns• Getting email read is becoming harder and

harder. Bounces are very high• Target High Net Individuals / Premium base

over phone through SMS / Telecalling has almost become impossible due to DND (DoNotDisturb) listing.

• DND ratio is almost 50%

Mathematics

Mail Size Cost

Total cost

Open Rate Reach

Cost to reach

Response percentage from open Response

Cost to acquire

Email 100000 0.4 40000 3% 3000 13 1% 30 1333

SMS 100000 0.2 20000 50% 50000 0.4 0.020% 10 2000

Direct Mail 100000 6 600000 200% 200000 3 0.40% 800 750

Tele Call 100000 6 600000 50% 50000 12 1% 500 1200

Choosing Media

Advantage DisadvantageEmail Faster and cheaper for testsPrimarily reaches to value seekers

Doesn’t cover most of wealthy Has limited shelf life

Reach is limited to individual to whom it is sent

Tele calling More persuasive Negative Image

Slow reach Doesn’t reach wealthy DND

SMS Fast & cheaper Negligible shelf life Not enough space to communicate Doesn’t reach wealthy DND

Direct Mail Facts

Advantage Disadvantage

Reaches ALL High Initial Cost

Lot of space to communicate

Cuts clutter

No DND issues

Helps build brand

Read by multiple people at home

Direct Mail Facts Continued…

• Direct Mailer is not an expensive mode but Smart mode of marketing products / services.

• The open ratio of an email campaign / SMS response is far low & in fact equivalent to the volume of Direct Mailer campaign.

• Direct Mailer also works as a Reminder in many cases for recurring sale from same customer.

Mathematics for media option

To make this simple let us check the following:• An email campaign of 1lac with even 95%

delivered rate can fetch you open rate of 5k and unique clicks of 3k. Which simply means out of 1lac Target Audience only 5k have opened your email …

• Whilst a Direct Mailer campaign of just 5k will fetch you approximately 4 times more visibility per household multiplying your Branding.

Communication perspective in media

–Catchy headline or handwritten address on the envelope of a direct mail letter will get read.If your offer is effective, you should be able to profitably sponsor new members and enroll customers with the proper direct mail mailing list.

Fight the Flaws

Understand what works and what doesn’tProfile UnderstandingTarget who requires and who doesn’tIts not the Cost… It’s the Mode we

communicate through….

Its a Wrap…. Happy Direct Mailing..