This post is in response to an article from MediaPost News. I tried to post a comment there, but their registration process requires at least three steps and responses to about 20 questions. A little too much work for me to make a comment, so I am writing my rebuttal here.

The underlining message of the above referenced article is that direct mail is becoming too expensive and undesirable, so people are turning to email to do their direct marketing. The implication is that email marketing can easily be used as a direct marketing tool. This is, in fact, not completely true.

One of the biggest hurdles for virtually any marketing or sales effort is to have an audience big enough to market or sell to. Frequently the easiest and quickest solution is to buy a list. And this simple act is where we separate email marketing from traditional direct mail.

Yes, email marketing can be — and frequently is — used as a direct marketing substitute, but this is not the best way to use email marketing. In fact, there are specific rules against using it in this way. As previously stated, most direct marketing campaigns start with purchasing a list. While this is an allowable (and arguably ethical) practice with traditional direct marketing, no credible email marketing solution provider allows their customers to upload purchased lists.

In fact, the CAN-SPAM regulations forbid it. So unless you want to possibly incur a fine of up to $11,000 per incident, purchasing a list for the purposes of email marketing is not the best course of action.

This is not just about SPAM, per se. Email — especially as a direct mail campaign to someone who doesn’t know you — has a critical flaw: viruses. The standard operating proceedure is to not open email from people you do not know. Why? Because this is one of the ways computer viruses spread. So this isn’t just about the ethics of sending unwanted email, this is about serious computer security.

Here’s how we advise our clients. If you need to buy a list, great. We have relationships with several firms that do a great job with buying and selling lists, and we can help you do this. But you need to use the list for a direct mail campaign — not on email, but with traditional direct mail. Use this campaign to get people online, and convert them into an email address. Now, because the person has opted-in to your list, you can use email marketing to help build the relationship, and walk them through the sales process.

So, you see, there is — and there must be — room for both traditional direct marketing techniques and email marketing campaigns. Email marketing works best when it is integrated into other marketing channels. In fact, all of your marketing efforts will work better if used in conjunction with each other. Just like tools in a toolbox, consider the strenghts and benefits of each marketing tool and use the right tool for the job at hand.