Is Direct Mail really effective

Kaashifv · #1 (**permalink**) 07-14-2005, 12:02 PM

I decided to bring up this topic beacause many people have come to me asking this question, and now I just thought I would share the artice that I have created with all THB members:

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Direct mail can give you pinpoint list selectivity unmatched by any other advertising medium.

Even though sometimes you have to send out mail to millions, you are still mailing individual pieces to individually addressed human beings. Direct mail approaches the prospect on a personal level that extends to a greeting by name.

Direct mail is one of the most testable advertising mediums. You can virtually simulate laboratory conditions for testing. You control exactly when the mail is dropped, and you control exactly who gets which test package.

You are not restricted to 30 seconds or a 7” x 10” page. You can use large, lavishly illustrated brochures. You can have any number of inserts. What you do is limited only by budget and your imagination.

In price-competitive industries, someone is always ready to undercut you. You can use direct mail to offer more value to your customers in terms of added personal service.

This strategy is a proven way to justify maintaining your prices. People want to know how much you care before they care how much you charge.

Entire businesses have been built almost entirely on direct mail:
· Book-of-the-Month Club
· Columbia House
· Time-Life Books

Thousands of companies use direct mail to sell and service customers:
· Land’s End
· L.L. Bean
· Omaha Steaks

You can sell almost anything through the mail. But what separates the winners from the losers is the ability to sell profitably.

Savvy marketers use tested and proven techniques and shortcuts that will ensure a cost-effective, successful direct mail campaign.

Who Should Be Using Direct Mail?

Direct mail isn’t for everyone. But there are a lot of people who should be taking advantage of this powerful tool but are not. The following are people who could benefit from direct mail:

· Entrepreneurs
If you’re starting or running a business, you cannot afford to miss out on the new customers that a direct mail program can draw to your business.

· Small Business Owners
Direct mail can deliver a steady supply of sales leads and customers who buy again and again. If you can identify your prospects on a mailing list, you can mail them offers that motivate them to inquire, look, and buy.

· Retailers
You can create a powerful difference between you and your competitors by using mail to “personalize” your store. Capture names and addresses of your customers at every transaction. Record what they bought and how much they spent. Then send a simple “Thank you’ note with a savings coupon or discount offer for their next visit. They’ll be back soon.

· Marketing Managers
If you’re a marketing manager in a highly competitive industry, such as banking, printing, transportation, pharmaceuticals, publishing, etc. direct mail can help. You can inform and remind your best prospects and customers about your services or products.

· Sales Managers
If you’re a sales manager, direct mail can help you find leads. Sending mail with the classic “free information” offer is far less expensive than sending out salespeople like unguided missiles. When prospects ask for information, they’re essentially saying, “I’m ready to buy.”

Why the Internet Didn’t Kill Direct Mail
Much has been written about the death of direct mail. Some say that the Internet is making direct mail obsolete. This just isn’t so.

Here are a few reasons why:

· Not every business is on-line.
· Direct mail is personal.
· The statistics show growth (direct mail volume will grow 6.4% annually for many years to come according to the Direct Marketing Association).
· You can use direct mail to promote Web sites, reach people who do not use the Internet, and fulfill Web site requests for more information.

So in closing we can see that E-mail/Use of the internet may be cheaper, if you really want to make a lasting impression to your current and potential customers, direct mail may be the best choice, as it is a more personal level than emails. Now you should ask yourself "Is Direct Mail for me?", once you anser this question you are set to begin advertising!

Dactyl · #2 (**permalink**) 08-02-2005, 05:44 AM

Well written article, certainly some useful information there, I've never used direct mail, I think ill try it out some day.

shawon · #3 (**permalink**) 12-31-2005, 02:41 AM

Quote:

So in closing we can see that E-mail/Use of the internet may be cheaper, if you really want to make a lasting impression to your current and potential customers, direct mail may be the best choice, as it is a more personal level than emails. Now you should ask yourself "Is Direct Mail for me?", once you anser this question you are set to begin advertising!

That is a good thing you wrote that "Is direct mail for me"
All depends on your business policy and income. I believe once i said about the homebusiness policy and thinking on some issues. They work to make it a proffessional one but most of them start with a small investment and work to make it something. And money factor is a big problem for home business guys always. Although some are there planning to invest money. nice article although

Stephen · #4 (**permalink**) 04-28-2006, 03:17 PM

With a mere 2% return on direct mail, I dont see the cost effective approach, maybe as brand recognition but nothing else.

wahpah · #5 (**permalink**) 05-17-2006, 04:16 PM

Well, 2% probably doesn't seem that big. But if you send mass amounts, then 2% is all you really need. I think it's worth a try.

e2thehu · #6 (**permalink**) 05-24-2006, 03:18 PM

I think it's worth it. Although "spam" these days are getting worse, if you can make your "spam" look less like "spam" and more like an organized promo, then it could be better.

Hypnotique · #7 (**permalink**) 10-21-2006, 10:56 PM

I worked at Domino's Pizza at a franchise and the owner had a direct mail company where he mailed out the Domino's coupons for several other states as well. You would be surprised that with a solid yet effective marketing technique in using direct mail you will receive good response. Excellent article. Thanks for posting it here.

hometalk · #8 (**permalink**) 11-11-2006, 09:14 PM

This is a great article. Sending out direct mails rather than emails is much better. Emails of advertisements can just be deleted without the sendee opening it. Direct mails have no restrictions and you will definitely get a good response from this.

10cents · #9 (**permalink**) 11-29-2006, 01:29 AM

I don't have a business yet but I have 3 email accounts and there's one thing I can tell everybody, I hate spams! And they don't work with me 'coz I delete them all without reading anything. I'd appreciate it if businesses use direct mail. At least I know they are serious enough about their business to take all that trouble.