A debate is raging on in marketing departments around the world should a mortgage company use direct mail or buy mortgage leads generated from the internet. Some argue the internet mortgage leads are cost effective while others argue the direct mail workhorse is the safe bet. But the simple answer from most successful marketing experts is to use both direct mail, internet marketing and email marketingand all of them have their ups and downs.

Direct mail marketing is pretty simple. Companies formulate a mailer mail them to customers whom have requested more information or prospective customers purchased from a list. The challenge here is to keep the customers from throwing away the direct mailer. Kim Frazier works for a Corporate Marketing Products and Services business. He recommends companies to invest in dimensional direct mail. Nothing cuts through the clutter and piques interest in a mailer better than bulky mail. In study after study, lumpy mail elicits more response (by almost twice) than flat mail alone. The argument for direct mail is that the leads gained are from customers with an actual interest in the product. On average dealers close a much higher percentage of these leads over 30%.

Email marketing on the other hand allows a company to reach a far larger audience for the same dollar. The challenges here are to avoid the junk email filters, the spam filters and the freebie customer. Freebie customers only want the free gift and you might make the sale or you might not. And then theres the issue of where you get your lead lists from says Direct Marketer Brian Rice. If you received the leads from an online marketplace that connects you to a network of lenders, then be careful. These leads were not only sent to you, but may also fall in the lap of your various competitors. If you have received the leads directly through your online marketing efforts and can provide them with a mortgage service, then great!

The simple answer to the complex debate of direct mail versus email marketing is summed up in two words diversify and integrate. Take time to ensure your email marketing is aligned with other marketing efforts. Direct mail, advertising and trade shows should all interconnect with your email marketing to provide a single image, brand and position. By doing so, youll increase the likelihood of your target audience, making your activities a good thing.