Direct Mail Is Alive
Direct mail is alive although it is losing favor with a lot of internet oriented marketers. Why? Does it not have the same pull it once did? Is it because it stopped working or because the ROI isn’t there? Or is it just an emotional race to Internet marketing?
If properly, executed mail is still one of the best values and most measurable of communication mediums. In fact, targeted mail is more efficient and measureable than online advertising. The reality is many companies, especially local firms, find that it is more effective that other advertising.
The 3 keys to direct mail are:
- A good message
- Solid A/B testing
- A well qualified mailing list
Here are 2 examples of well executed campaigns.
Medical Products Mailing
A friend of mine markets for a medical products company. He is an old line marketer and insisted that direct mail marketing works. Of course, others told him he was nuts. A few weeks later a salesman walked into a prospect. The prospect goes the back and brings out the brochure from the mail program. In fact, the same salesman walked into two in a row and had the same thing happen.
Why did this work? First of all, it was a brilliantly executed and expensive piece. But more than that, the client could get his hands on it. He could hold it, feel it and absorb the information without going to the web. That alone gave some credibility to this new company.
Newspaper Subscription Mail Program
My wife is director of marketing for a newspaper, the Business Observer charged with building circulation. As you probably know, newspaper circulation is off about 30% to 40%.
But understanding the demographics of her readers, she decided for direct mail marketing over a heavy social media program and email. The result was a 23% increase in paid subscriptions. When you consider the drop out rate of around 30%, this means she put almost 80% new readers in one year. Over a decade later, she had quadruled their circulation.
And the piece used? A simple request to subscribe in a #10 envelope. She tested a wide range of different offers and presentations, changing one element with each mailing until she got the hottest conversion piece.
So direct mail is far from dead. You just have to manage it using scientific methods, testing and measuring, and paying attention to your ROI math.
Considering direct mail? Set an appointment and let us help you.
