For this, you must create and build a list strategy.įor those new to direct mail advertising, cost and simplicity are why we’re focusing primarily on direct mail POSTCARDS in this article. When precise targeting is used, the ROI can be quite favorable and well worth the investment. Why? Direct mail is far more effective and a lot less expensive when you are extremely selective with your prospects. We hardly ever recommend blindly mailing promotions to just anyone. This means that businesses have to really think hard about whom to target and why. Thanks to inflation, postage costs have almost doubled from even the 1990’s. (Yes, we offer a way around that big-spend too, but that’s covered over here.)ĭirect mail definitely has a strategic advantage, but there’s also a slight downside: Postage and printing costs. Additionally, if your business runs a basic online ad campaign, your prospects will likely see a large number of other ads before yours unless you’re spending big. Online advertising competition is fierce! When a business sends you an advertising email, you’re also getting between 10 and 30 OTHER emails from competitors on that same day. Today, you might see one or two competing offers in a month because businesses just don’t see the hidden value in ‘snail mail’ in this digital age. Before the boom of email advertising, you may have received a direct mail promotion that would be competing with probably 2 or 3 other offers in the mailbox on that same delivery day. Truth is, there isn’t much competition in direct mail right now. (The two can even be combined, but that’s for another topic.) For example, surveys have shown time and time again that people tend to trust offers they get through the mail much more than those they get via email. This can have a positive effect on the credibility of your business. When sending out direct mail offers, you can say a lot with your design, or with the quality of the print. You think, “Hmm, $24.95 express oil change? I kind of do need that oil change I’ve been putting off.” Who is getting that much needed maintenance taken care of this weekend? You are – all because of a simple postcard that stood out. Then, there it is: A simple yet eye-catching postcard. You’ll pluck out the bills and tax documents or notices – you’ll sort the greetings – you’ll poke through the ads and coupons – all to see if there is anything important – anything you mustn’t miss. But with paper mail, you sort through it. Think about this: With email, you’re able to overlook a message without a second thought. It has a much more tangible quality to it than anything you do could possibly do online. It’s important to understand the advantages and disadvantages of online marketing because that’s where utilizing direct mail can set your business miles apart from your competitors.įirst off, when you receive a piece of paper mail – you pick it up. THIS can be a huge advantage for your business because fewer papers landing in mailboxes means a higher chance YOUR direct mail postcard will grab attention.ĭon’t get us wrong, online communication is great in many ‘right’ circumstances, but for all its positives, it can also have quite a few negatives. In fact direct mail is on the decline from even a couple of years ago. With an increase in email marketing, companies are sending less paper mail. This includes timing, targeting and willingness to ‘offer a deal’. When coordinated well, direct mail – like a postcard, letter or game piece can prove highly effective. With even the smallest offer, the right people will ‘bite’. This is where direct marketing innovation for your business comes in. Are direct mail postcards really such a good idea? You bet! When was the last time you received a postcard or letter with an offer you thought “wow, I could really use this!”? If you’re like many people, they are few and far between.
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