Direct mail will work for you


Published on

Learn how to use direct mail successfully and profitably. You have been doing all wrong if it is not making your cash register ring.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Direct mail will work for you

  1. 1. Direct Mail Simplified Six Myths and Facts to Harness the Leverage of Direct Mail Marketing
  2. 2. Myth 1: Direct mail doesn’t get attention <ul><li>Fact: </li></ul><ul><li>According to a study conducted by Pitney Bowes,, and USPS, 85% of people gather and go through their mail daily </li></ul><ul><li>People can hold your offer in their hand, show it to others, and keep it for future decision making </li></ul><ul><li>Try that with Internet marketing. </li></ul>
  3. 3. Myth 2: Direct mail does bring a high enough ROI to be worthwhile <ul><li>Fact : </li></ul><ul><li>With a good offer, companies like Behind the Wheel School of Driving are realizing returns of 831%! </li></ul><ul><li>Even companies with smaller margins, like Mark’s Dry Cleaners in Scottsdale, Arizona, are realizing initial returns of between 200% and 650% for each dollar invested. </li></ul>
  4. 4. Myth 3: People don’t look at direct mail anymore, it’s dead <ul><li>Fact: </li></ul><ul><li>In the last few years, consumers under 50 have increased their response to direct mail offers </li></ul><ul><li>When was the last time a young person you know came in and waved around an email they received </li></ul><ul><li>In a study: of nearly 1000 Business to Business Marketers: 57% reported direct mail to be effective for their organization </li></ul><ul><li>With better personalization and segmentation, direct mail has become increasingly relevant and effective. </li></ul>
  5. 5. Myth 4: It’s hard coming up with a good idea of something to send <ul><li>Fact : </li></ul><ul><li>We all get offers in the mail every day. Look for the ones that grab your attention and replicate them. </li></ul><ul><li>If it grabbed your attention it’s likely to grab someone else’s attention, swipe and deploy it for your own purposes </li></ul><ul><li>Create your own S&D (Swipe & Deploy) file either paper and/or electronic or both. </li></ul>
  6. 6. Myth 5: It’s confusing knowing who to send mail to <ul><li>Fact : </li></ul><ul><li>You already know your best audience </li></ul><ul><li>Your past clients already know you, like what you sell </li></ul><ul><li>and could easily be persuaded to come in/buy from you again! </li></ul><ul><li>All they need is an invite back, and an offer to get them to act on that invite. </li></ul>
  7. 7. Myth 6: I tried Direct mail and it did not work for me. <ul><li>Fact: If you sent direct mail and it didn’t work for you…you probably missed one of the following key elements. And if you planned to mail only once. You were doomed from the start. </li></ul>
  8. 8. Myth 6: I tried Direct mail and it did not work for me. Cont. <ul><li>Frequency – You must send mutiple times per year. For example, I receive 20+ catalogues from LL Bean and a similar from Land’s End. These folks are not stupid. They know that any less allows another company to grab my attention and therefore my money. </li></ul>
  9. 9. Myth 6: I tried Direct mail and it did not work for me. Cont. <ul><li>Repetition – Your postcards should have the same look and feel so you achieve/maintain Top of Mind Awareness. Send to our in-house list until they ask to be removed. </li></ul>
  10. 10. Myth 6: I tried Direct mail and it did not work for me. Cont. <ul><li>Consistency – Don’t shotgun your money all over town. Send to your past clients and those who have shown an interest in you and your business first. </li></ul><ul><li>Then branch out to those who don’t know you and fit your ideal client/customer demographically and psychographically.. </li></ul>