These days there are seemingly endless choices for getting a marketing message out. Social Media, TV, Radio, Billboards, Magazines, Email, Signage, Door Hangers, E-Blasts, Networking Groups, Blogs, Meet-Ups, Tweet-Ups, Conventions, Trade Shows, Websites, Apps, Web Advertising, Event Sponsorship, (insert breath here)… okay, I think you get the point. But what about Direct Mail? With the myriad of choices available today, why should you use direct mail? After all, direct mail is old. Heck, Robert E. Ramsay wrote a book about it back in 1921 – "Effective Direct Advertising: The Principles and Practice of Producing Direct Advertising for Distribution by Mail or Otherwise". But before you dismiss this old-school marketing channel. Forget about what direct mail is not (new). Instead, try thinking about what direct mail IS.
You don’t have to shout your message to everyone. With direct mail you can speak directly to groups that you want to reach… your target market. (i.e. geographic, interests, income, membership, etc)
Compared to some other forms of advertising, direct mail is very cost-effective. Working with a reputable mail services company (like Right On The Money), you don’t even need to buy a bulk mail permit. And the bigger your lists, the more money you save per piece thanks to economies of scale.
People tend to hold on to direct mail pieces that interest them. It is not uncommon for someone to refer back to a mail piece 3 months, 6 months, or even a year or two after they received it. Well done direct mail pieces often lead to immediate bumps in activity, but also have long shelf lives.
Because you determine who will receive your mail, you can also create a message that will interest them. Direct mail is an easy way to speak directly to your market.
It’s not all about words on a piece of paper. Direct mail pieces include images that grab the reader’s attention. Mail is an introduction, leading people to your website, videos, or social media via QR (Quick Response) Codes and web addresses.
Your message goes to your public when you want it to. It doesn’t get stale, and each message can be unique to what is going on right now. (Incidentally, timing is a great reason to work with a local mailhouse.)
A solid direct mail campaign can be designed and implemented quickly. There is no waiting for publication or event dates and no need to plan everything out months or years in advance (although, you can do that if you prefer).
You know exactly how many mail pieces you are sending out, where they are going, and what type of offer or hook is included. With each mail campaign, you learn how markets respond to different messages and the lifespan of each type of campaign.
Professional mail pieces can go a long way to developing and maintaining recognition of your brand. It is a great anchor to other marketing channels available today, and an effective way to introduce your brand to consumers in your area.
You are taking your message directly to your potential customer, participant, voter, or donor. You are opening the doors of communication with them. You are taking the first step and introducing yourself. And people have been responding to such introductions for hundreds of years. And yes, it still works today!
So now that you understand a little bit more about what direct mail is, you can see why it's been around for so long. Simply put, direct mail works. If you'd like more information about how direct mail might fit into your marketing strategy, please call us at 281.633.9797. We look forward to speaking with you!