Is Direct Mail Right for Your Business?

Many businesses consider direct mail in their marketing mix. But, because there are mixed reviews about the effectiveness of direct mail, many business owners are confused as to which mailing strategy they should rely on. I executed a campaign recently for a client where the results were so great that customers came flooding in the doors holding their postcard in their hands! What a response! Direct mail is very easy to track because it is a tangible item people can save for when they are ready to buy. I wish there was a “magic bullet” that would produce outstanding results for everyone, but unfortunately, there is not, and no matter which third-party research you reference (i.e. Direct Marketing Association, United States Postal Service, American Marketing Association, etc) there are many ways to analyze the research and findings. Advertising (ie. Direct Marketing) is an art…not a science; therefore, there are many interpretations of which mailing strategy is right for you and your business. Here are a few different ideas that you can consider when contemplating how to use direct mail:

1.) Purchase a database: Just as there are millions of promotional products out there to promote your business and marketing message (which is why I suggest letting a professional in that industry help you!) there are thousands of list brokers that are eager to sell you a database. These compiled lists could be gathered from a variety of places including a subscription list from a magazine, census data, trade show attendee lists and more. The lists can be VERY specific in narrowing down your target market in terms of geography, gender, age, marital status, household income, ethnic and cultural beliefs and even personal hobbies and interests. Unfortunately, some lists, while they can be very effective are cost prohibitive to purchase. You would utilize the bulk mail system (250 or more pieces) and while postage is still less than the cost of a stamp, can still ring up a hefty bill. Because you are paying higher postage rates, you are able to personalize the mail piece to each recipient, increasing your response rate.

2.) Every Door Direct Mail (EDDM): The EDDM program is a new initiative by the USPS. This low-cost option is perfect for someone who targets customers (business and/or residential) in a specific geographical area (ie. retail or service industry) because it is called Saturation Mail. The EDDM program delivers to everyone in your target carrier route and there are little limitations on what you can mail. The bad news is that you can not personalize your postcard with the recipients contact information, but the good news is that your mailer has to be larger than 7x9 and smaller than 12x15, meaning that your jumbo postcard will cut through the rest of the “junk mail” clutter in someone’s mailbox. I recommend EDDM for my clients because it is affordable. You can send a large postcard for only $.145 each, in comparison to $.27-.35 for bulk rate postage on a purchased database mailing. For more information on this program, you can contact me at renee@trioagency.com and I can walk you through it!

3.) Wave Mail Theory: You all know the “rule of thumb” when it comes to sales. In order for a prospect to make the decision to purchase from your business, you have to touch them a minimum of 3-8 separate times with your marketing message. Wave Mail Theory subscribes to that school of thought where you mail 3 times to your purchased database or EDDM carrier routes. Here is how the program works in terms of response: Of the people who will respond to your mailing (industry stats tell us 1% total response rate is good), 60 percent will respond after the 1^st time you mail. 30 percent will respond after the 2^nd mailing, and a mere 10 percent after the 3^rd. Don’t mail more than 3 times because you are wasting your money on people who won’t respond no matter how many times you mail to them. I would recommend switching your creative and/or message with each mailng.

There are so many more ideas I could give you, but to be honest, that would make an entire book! I would love to help educate you on the many direct mail options available for your business and keep you informed on the new programs that are introduced into the marketing world. Good luck with your programs and if you need help, you know who to call!

About TRIO Marketing|Branding|Advertising

TRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business.

TRIO Marketing|Branding|Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing.

Our Services include:

• Marketing, Branding, Public Relations and Advertising Consulting
• Strategic Annual Marketing Plan Development
• Integrated and Interactive Marketing Services including E-mail and SMS Marketing
• Promotional Products
• Media Negotiation, Placement & Spot Traffic Management
• Print Design & Production
• Web Development & Search Engine Optimization
• Direct Mail Services
• One-on-One Business Development/Sales Team Coaching

At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.

Renee Schneider, owner
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