Are All Your Marketing Eggs in One Basket?

Are all your marketing eggs in one basket?Thanks to guest blogger, Alan Rosenspan.

In October 2013, the Direct Marketing Association (DMA) released the results of a study that showed direct mail is still the most important medium – despite the rise in digital marketing.

“Traditional offline marketing, including direct mailers, was a $93.6 billion industry in 2012,” according to the study by professors John Deighton of Harvard University and Peter Johnson of Columbia University.

“Online marketing, which includes electronic ads, targeted emails and revenues from selling information to brokers, is about a $62 billion industry.”

Kenneth Roseborough, owner of Money Mailer in Maryland reports that, “People get caught up in the digital age, but they find they have to go back to paper. A lot of people want to see something in their hand like a coupon, and not just an electronic image on their smartphone or other device.”

“Coupons are particularly effective as customers seek better value in leaner times.”

There’s another reason to use direct mail.

The study says, “The electronic advertising industry has come under fire recently as officials and others cite concerns over privacy in using targeted emails that pick up characteristics of online users through ‘cookies’ – electronic tracking messages – and other methods.”

“New regulations that would stop the exchange of electronic data due to privacy and other concerns would affect $110 billion in revenue to the U.S. economy and 478,000 jobs.”

Mark Twain once wrote, “Put all your eggs in one basket and then watch that basket!”

But that’s just not a good idea in marketing. Clients who integrate social and digital marketing and direct mail usually have far better returns than just one media.

About guest blogger, Alan Rosenspan: Alan is the president of Alan Rosenspan & Associates, a direct marketing creative and consulting firm based in Massachusetts. Author of Confessions of a Control Freak, he has also contributed chapters to several direct marketing books, including The Direct Marketing Handbook and Direct Marketing 2000. Alan has written over 100 articles for direct marketing publications around the world. Most can be found on his website at


  1. Thanks for a great post. In this day and age of technology, we forget that paper in hands is still effective. I am going to expand my marketing efforts to include direct mail as a result of this post. Thanks so much.
    Tandy Elisala recently posted…Drop the Rules: What cooking teaches us about healing Part 7/7My Profile

  2. Debra please thank Alan for a fantastic guest post.

    I am guilty of using online marketing only, but seeing this post made me realized I should expand to print as well; especially when attending conferences and live events. I guess I better go and diversified my basket 🙂

    Do you do both print and online marketing yourself?
    Catherine Storing recently posted…You Are NOT Who They Said You Were Anymore!My Profile

    • Catherine, I will make Alan aware of your gratitude. You may not realize it, but you are combining channels. Networking at live events & conferences is part of off line marketing – combine that with your online efforts and you’re on the road to diversification.
      A few of the tools in my marketing toolbox include direct mail, face-to-face networking, speaking in public, article writing, and online marketing (i.e. social networking, blogging, email).

  3. Thank you Debra for the great tips as always! 🙂 Will you post photos of that amazing New Zealand adventure soon?
    Belinda Rose recently posted…Finding Hope In The Midst of Life’s Darkest MomentsMy Profile

  4. What an interesting piece! It definitely makes sense that people want something “in their hands”…I feel like we are sort of growing immune to most online marketing since we’re bombarded with it! Unless it’s something that you really connect with and that speaks to you. Thanks, as always, for the kick-ass information!! 🙂
    eyenie recently posted…Ready to Rock The Stage? 3 Style Secrets That Can Help!My Profile

    • Because of the numerous emails people face in their inboxes daily, direct mail is gaining ground Eyenie. It’s never gone away, but it’s making a comeback in its popularity as a great way to reach out to your prospects in a more personal way.
      You’re welcome.

  5. The statistics here are interesting but good to know. As a copywriter I may, at some point expand my services to local business and not just online. Thanks for the good read!

  6. I like that you pointed out that you should integrate more than one form of marketing. A QR code is a great way to tie the traditional forms to the online marketing campaigns.

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