Drillbits Blog

Is Direct Mail DOA?

Given the proliferation of email and sexy new social media tools as today’s preferred marketing vehicles, you might think good, old-fashioned direct mail is extinct. Guess again.

Eighty-five percent of consumers say they continue to open, sort, process and read select pieces from their mail every day, according to a Print Council and DM-News/Pitney Bowes 2008 Direct Mail Survey.

Jim Palmer, the Newsletter Guru, recently polled his readers and 75 percent say they have examined their mail more closely in recent months for coupons and special offers that save them money. A trip to the mail box, it seems, is a welcome consumer diversion from the online data deluge.

Recent economic trends have also begun to chip away at the cost-benefit ratio that has favored interactive over print media. Over the last two to three years, print costs in most cases have remained flat or even fallen while web designers, HTML programmers and email distribution services have jacked up their prices. Spam filters and white list legalities have further complicated web-based communication.

Whether you are after new business or want to reconnect with someone who’s stopped patronizing you, direct mail might just be the new old-fashioned way to cut through the online clutter of email, tweets, texts and e-newsletters.

That said, poorly done direct mail won’t make it from the mailbox to the house, let alone drive profits to your business. If you decide that there’s a place for direct mail in your marketing mix, take these Dos and Don’ts to heart. And for those of you too young to remember this particular golden oldie technique – well, consider this a primer.

Do: Make your direct mail easy to read and brand your content. Whether you send a postcard or fancy gift box, get to the point quickly and concisely, but make sure that your graphics reflect your brand’s image. Your mailer should have the same look and feel as your website or storefront, all three should look connected – like they came from the same place.

Do: Make an offer or include promotional items. 60 percent of successful direct mail campaigns include a “Buy one, get one free” or substantial percentage discount offer. If you’re attaching a refrigerator magnet or another small item, make sure that it’s a relevant reminder of when the customer may need your services. Fridge magnets for a home appliance repair shop, hair barrettes for a salon.

Don’t: Use crazy paper textures and non-standard sizes. You might think they make you more noticeable, but more likely they skyrocket your costs and add days to delivery time.

Do: Validate your list. Ensure you reach a real recipient by keeping your client list up to date, and if purchasing a list, purchase the most recent list available from reliable sources.

Do: Open dialogue. You can also use direct mail to update your mailing list or conduct a simple customer survey with a 2-sided postcard and first class postage, and plan to follow up with a telemarketing campaign. You can reach your audience twice with the same message, while adding a personal touch to your outreach.

Don’t: Use heavy graphics. Make it “glance-able.” Put your key message or special offer front and center and only highlight what’s pertinent to soliciting a response, your telephone number, email and/or web address, or store location.

Do: Get personal. Use a stamp, not a postage meter and customize your mailing to your audience’s needs. For example, don’t send home repair coupons to renters. Or, mention their recent purchase or visit. The extra attention can bring you dividends. Make sure to include a postage-paid mailer, too, or you can forget about getting back any responses.

Do: Use your imagination. Get creative, and plan and produce all elements of your campaign (direct mail, website, in-store event) at the same time. You’ll save a bundle in printing and other logistics costs.

Though it may feel like a hassle when there are so many electronic conveniences available, producing something tangible that your consumers can hold can go a long way toward a customer conversion. Postcards are a flexible and inexpensive way to stay in touch with current customers and new prospects.

Try to keep it cost-effective. Place your branding on one side and leave the second side blank. Then, you can reprint in smaller batches for a multitude of purposes. Send them out seasonally when your services and products are most relevant to your customers, use them as a “thank you” post-purchase, or announce new services or products, special offers, relaunch your web site, even as a save the date card for a special event. Whatever the occasion, direct mail done effectively still makes sense and is part of any smart business’ marketing mix.

Yes, we know all the pros and cons of going digital – and, in fact, that’s the right solution for many Brandware clients. However, as our online channels become as crowded as our mail boxes used to be, the time may be right to consider a marketing trip down memory lane. 

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Tagged advertising, best practices, branding strategy, design, direct mail, strategy