Direct Mail Isn't Dead

In today’s marketing world, direct mail typically falls to the bottom of the list…if it’s on the list at all. With the increased popularity (and lower cost) of email and social media marketing, direct mail usually falls by the wayside. But when a company takes a targeted, well thought out approach to direct mail, it can be an extremely successful marketing tactic.

Despite the notion that social media is the most cost effective way to talk with your constituents, nearly 98 percent of Americans check their mailboxes every day. The catch is…approximately 86 percent sort their mail over the garbage. That’s over 10 percent who do take the time to read the direct mail piece and more likely to take action.  If a company doesn’t have a quality, relevant and eye-catching direct mail piece, delivered to the right audience, into the trash it goes.

The best way to reach the right audience with the right message is through a strategically developed mailing list.  You can begin creating your own lists by asking consumer’s to proactively sign-up for your next mailing.  This can be done through your website, using incentives like a monthly or quarterly newsletter. A contest to gain the individuals address or email is also an effective way to gain data. Although these methods can take a while to grow any real volume, these are individuals most likely to be interested in what your business has to offer. A company can also use sales records or past customer information. These techniques help to build relationships with customers interested in your business or practice.

However, to reach a new audience, most companies find it more convenient to purchase a list. Thousands of specific mailing lists exist, but it is how they are used that makes the difference.  Buying addresses from a mailing service provides a company a very targeted mailing list, with specific consumer parameters (i.e. income, age, zip code, home value, etc.). For example, a consumer who buys plus sized clothing and has joined a weight loss program would be more apt to read direct mail about how to lose weight. Or, a consumer who is a registered college student, and buys sports equipment is more likely to read direct mail about an activity based vacation if it’s message is targeted during school breaks. Depending on the number of parameters, a business can plan to spend $500 to $1,000 for a few thousand names.

Like the example above, another way to capture an audience’s attention is to create a visually appealing, well-designed marketing piece. Avoid elementary graphics, which don’t give the consumer a reason to use his/her brain.  For example, if your company offers chiropractic services, don’t show a picture of a person clutching their lower back with the text “Your Back Causing You Problems?” Instead, show a person grimacing at a desk, with “Is Back Pain Keeping You from Living Life?” Involving a consumer prompts him/her to look at the mailer, plus lengthens the time to consider the information in the direct mail piece.

Always include a call to action. Whether it’s giving the consumer a reason to call a toll free number, go to a website or visit a physical location to get a “free gift”, a company wants to encourage the consumer to respond to their piece. Plus, it’s a great way to measure how effective a direct mail postcard is working.

Direct mail isn’t an exact science, but if you follow a few simple “rules”, it can be more effective and garner great results. Want to learn more about creating a direct mail campaign to supplement your company’s overall marketing plan?  

Give Tschetter & Associates a call or This e-mail address is being protected from spambots. You need JavaScript enabled to view it  to find out more about how direct mail can work for your business or practice!