There are days that I feel as though technology is ruling the world. Does anybody read snail mail today? Should I used direct mail in my marketing? Well, the answer is yes and yes. Businesses are still reading snail mail and direct mail (DM) marketing works if done right.
Beth Negus Viveiros from Chief Marketer, recently wrote, not using DM as part of your marketing mix is a mistake and she gives four tips to be sure that you get a healthy ROI.
1. You need to make that direct mail piece "a meaningful part of your multichannel campaign", she said. Let's look at an example. You want to set up an appointment with a prospect. You send them a DM piece with an iPad sleeve or tablet sleeve. Part of whayou come for your is in the message is that you will bring the tablet that goes inside the sleed when come for your appointment. When you show up to the appointmnet you present them with the tablet and you companies information and presentation already loaded onto it.
2. Consider your Audience. What makes this mailing improtant? Why would the read it? Doesit speak totheir need?
3. Weigh the cost /benefit factor. Pay particluar attention to who you are targeting so that your mailing is not going to the wrong person.
4. Think about going big. That is to say, consider mailing a "lumpy package". Large, colorful, unique paper, and / or non-traditional mailers all manage to cut throught the cluter of paper and such that eveyone receives.
So, direct mail (if you follow these key points) can be estremely helpful.
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