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Today I had planned to share some tips on e-mail marketing. However, after I received an e-mail (vs a mailed piece) from the US Postal Service promoting a series of webinars on how to, ironically, create successful mail campaigns, I decided to post-pone my post about e-mails and discuss this question instead: If even the struggling USPS has had to embrace the era of e-mail marketing in their attempt to get people to mail more, should this officially signify the end of snail mail marketing campaigns for small businesses and organizations? My answer would be yes…and no.

As our society becomes more and more “plugged-in,” any small business or organization not incorporating some type of e-mail campaign into their marketing plan is definitely missing out. E-mailing is significantly less expensive, “greener,” faster, less labor intensive, and provides more information/tracking capabilities with links. However, just as you should diversify your financial portfolio, your marketing “portfolio” should be just as diversified, and a strategically employed snail mail campaign may still be a very beneficial asset for your portfolio. Read more »